Lidando com terremotos e COVID-19: uma perspectiva da gestão do relacionamento com o cliente
DOI:
https://doi.org/10.18046/j.estger.2021.159.4435Palavras-chave:
gestão do relacionamento com o cliente, resiliência, Porto Rico, COVID-19, terremotosResumo
Este estudo descreve as atividades de resiliência de Gestão do Relacionamento com o Cliente ou CRM, realizadas em Porto Rico por Pequenas e Médias Empresas (PMEs) durante uma série de terremotos e a pandemia COVID. O objetivo do estudo é fornecer estratégias para ajudar as empresas a avançar e gerenciar os efeitos negativos de eventos perturbadores inesperados. O processo de coleta de dados consistiu em 121 pessoas pesquisadas e 7 entrevistas com proprietários de empresas e gerentes que operam em Porto Rico. O fortalecimento da comunicação com o cliente, seguido pela reengenharia de distribuição e logística, foram algumas estratégias de resiliência de CRM usadas com frequência. Com suporte em Infraestrutura Crítica (IC), as empresas evitam interrupções nas telecomunicações, mantendo a comunicação com os constituintes principalmente por meio de conexões via satélite e wifi.
Downloads
Referências
Albuquerque, R., Koskinen, Y., Yang, S., & Zhang, C. (2020). Resiliency of environmental and social stocks: An analysis of the exogenous COVID-19 market crash. The Review of Corporate Finance Studies, 9(3), 593-621. https://doi.org/10.1093/rcfs/cfaa011
Anionwu, C., Nwaizugbo, I. C., & Ukenna, S. (2014). Assessment of post environmental disaster on the marketing activities of small scale enterprises in South-South Nigeria. Journal of Business Behavioral Sciences, 26(3), 79-88. http://eprints.covenantuniversity.edu.ng/10064/1/3.pdf
Ascarza, E., Ebbes, P., Netzer, O., & Danielson, M. (2017). Beyond the target customer: Social effects of customer relationship management campaigns. Journal of Marketing Research, 54(3), 347- 363. https://doi.org/10.1509/jmr.15.0442
Back, A., Tulsky, J. A., & Arnold, R. M. (2020). Communication skills in the age of COVID-19. Annals of Internal Medicine, 172(11), 759-760. https://doi.org/10.7326/M20-1376
Baker, S. M. (2009). Vulnerability and resilience in natural disasters: A marketing and public policy perspective. Journal of Public Policy & Marketing, 28(1), 114-123. https://doi.org/10.1509/jppm.28.1.114
Baker, S. M., Hill, R. P., Baker, C. N., & Mittelstaedt, J. D. (2015). Improvisational provisioning in disaster: The mechanisms and meanings of ad hoc marketing exchange systems in community. Journal of Macromarketing, 35(3), 334-352. https://doi.org/10.1177%2F0276146714550994
Biggs, D., Hall, C. M., & Stoeckl, N. (2012). The resilience of formal and informal tourism enterprises to disasters: reef tourism in Phuket, Thailand. Journal of Sustainable Tourism, 20(5), 645-665. https://doi.org/10.1080/09669582.2011.630080
Cambra-Fierro, J. J., Centeno, E., Olavarria, A., & Vazquez-Carrasco, R. (2017). Success factors in a CRM strategy: Technology is not all. Journal of Strategic Marketing, 25(4), 316-333. https://doi.org/10.1080/0965254X.2016.1148760
Christopher, M., & Lee, H. (2004). Mitigating supply chain risk through improved confidence. International Journal of Physical Distribution & Logistics Management, 34(5), 388-396. https://doi.org/10.1108/09600030410545436
Liu, C., & Black, W. (2011). Post-disaster consumer coping: Consumption adjustment. In Z. Yi, J. J. Xiao, J. Cotte, & L. Price (Eds.), AP - Asia- Pacific Advances in Consumer Research Volume 9 (pp. 214-221). Duluth: Association for Consumer Research.
Crick, J. M. (2020). Qualitative research in marketing: What can academics do better? Journal of Strategic Marketing, 1-40. https://doi.org/10.1080/0965254X.2020.1743738
Debnath, R., Datta, B., & Mukhopadhyay, S. (2016). Customer relationship management theory and research in the new millennium: Directions for future research. Journal of Relationship Marketing, 15(4), 299- 325. https://doi.org/10.1080/15332667.2016.1209053
Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research, 117, 284-289. https://doi.org/10.1016/j.jbusres.2020.06.008
Eggers, F. (2020). Masters of disasters? Challenges and opportunities for SMEs in times of crisis. Journal of Business Research, 116, 199- 208. https://doi.org/10.1016/j.jbusres.2020.05.025
Folke, C., Carpenter, S. R., Walker, B., Scheffer, M., Chapin, T., & Rockström, J. (2010). Resilience thinking: Integrating resilience, adaptability and transformability. Ecology and Society, 15(4), 20.
Forbes, N. (2009). Contingency planning for earthquakes in Asia. Journal of Business Continuity & Emergency Planning, 3(4), 356-367.
Freeman, J., & Hancock, L. (2017). Energy and communication infrastructure for disaster resilience in rural and regional Australia. Regional Studies, 51(6), 933-944. https://doi.org/10.1080/00343404.2016.1146403
Gasser, P., Lustenberger, P., Cinelli, M., Kim, W., Spada, M., Burgherr, P., Hirschberg, S., Stojadinovic, B. & Sun, T.Y. (2019). A review on resilience assessment of energy systems. Sustainable and Resilient Infrastructure. https://doi.org/10.1080/23789689.2019.1610600
Groenland, E. (2014). Employing the matrix method as a tool for the analysis of qualitative research data in the business domain. SSRN Electronic Journal. https://dx.doi.org/10.2139/ssrn.2495330
Gu, X., Ying, S., Zhang, W., & Tao, Y. (2020). How do firms respond to COVID-19? First evidence from Suzhou, China. Emerging Markets Finance and Trade, 56(10), 2181-2197. https://doi.org/10.1080/1540496X.2020.1789455
Hong, P., Huang, C., & Li, B. (2012). Crisis management for SMEs: insights from a multiple-case study. International Journal of Business Excellence, 5(5), 535-553. https://doi.org/10.1504/IJBEX.2012.048802
Hussein, A. (2009). The use of triangulation in social sciences research: Can qualitative and quantitative methods be combined. Journal of Comparative Social Work, 1(1), 1-12.
Javalgi, R. R. G., Martin, C. L., & Young, R. B. (2006). Marketing research, market orientation and customer relationship management: a framework and implications for service providers. Journal of Services Marketing, 20(1), 12-23. https://doi.org/10.1108/08876040610646545
Kay, E., Brown, C., Hatton, T., Stevenson, J. R., Seville, E., &Vargo, J. (2019). Business recovery from disaster: A research update for practitioners. The Australasian Journal of Disaster and Trauma Studies, 23(2), 83-89.
Kotler, P. & Keller, K. L. (2016). Marketing management (15th ed.). Londres: Pearson Education Limited.
Kumar, V. & Reinartz, W. (2018). Future of CRM. In: Customer Relationship Management. Springer Texts in Business and Economics (pp. 385 - 404). Berlin: Springer. https://doi.org/10.1007/978-3-662-55381-7_18
Liguori, E.W. & Pittz, T.G. (2020). Strategies for small business: Surviving and thriving in the era of COVID-19. Journal of the International Council for Small Business, 1(2), 106-110. https://doi.org/10.1080/26437015.2020.1779538
Lozada-Contreras, F., Orengo Serra, K. L., & Sánchez-Jauregui, M. (2021). Adaptive customer relationship management contingency model under disruptive events. Journal of Advances in Management Research, ahead-of-print. https://doi.org/10.1108/JAMR-12-2020-0347
Martinelli, E., Tagliazucchi, G., & Marchi, G. (2018). The resilient retail entrepreneur: Dynamic capabilities for facing natural disasters. International Journal of Entrepreneurial Behavior and Research, 24(7), 1222-1243. https://doi.org/10.1108/IJEBR-11-2016-0386
Miles, M. P., Lewis, G. K., Hall-Phillips, A., Morrish, S. C., Gilmore, A. & Kasouf, C. J. (2016). The influence of entrepreneurial marketing processes and entrepreneurial self-efficacy on community vulnerability, risk, and resilience. Journal of Strategic Marketing, 24(1), 34-46. https://doi.org/10.1080/0965254X.2015.1035038
Morrish, S. C. & Jones, R. (2019). Post-disaster business recovery: An entrepreneurial marketing perspective. Journal of Business Research, 113, 83-92. https://doi.org/10.1016/j.jbusres.2019.03.041
Ng, F., & Aksoy, M. A. (2008). Who are the net food importing countries? The World Bank.
Organisation for Economic Co-operation and Development. (2020). The territorial impact of COVID-19: Managing the crisis across levels of government. Retrieved from: https://read.oecd-ilibrary.org/view/?ref=128_128287-5agkkojaaa&title=The-territorial-impact-of-COVID-19-managing-the-crisis-across-levels-of-government
Ozanne, J. L. & Ozanne, L. K. (2014). Community Resiliency in the Aftermath of the New Zealand Earthquakes. ACR North American Advances, 42, 7-11. https://www.acrwebsite.org/volumes/1018042/volumes/v42/NA-42
Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2020). Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Journal of Business Research, 116, 209-213. https://doi.org/10.1016/j.jbusres.2020.05.036
Pelling, M., & Uitto, J. I. (2001). Small island developing states: natural disaster vulnerability and global change. Global Environmental Change Part B: Environmental Hazards, 3(2), 49-62. https://doi.org/10.3763/ehaz.2001.0306
Rahimi, I. & Berman, U. (2009). Building a CSF framework for CRM implementation. Journal of Database Marketing & Customer Strategy Management, 16(4), 253-265. https://doi.org/10.1057/dbm.2009.29
Ramos Segarra, C. G. (2020, August 18). 30 percent of Puerto Rico businesses could close permanently. The Weekly Journal. Retrieved from: https://www.theweeklyjournal.com/business/30-percent-of-puerto-rico-businesses-could-close-permanently/article_a1644922-e15c-11ea-9b9f-5ba8999dd5aa.html
Richards, K. A. & Jones, E. (2008). Customer relationship management: Finding value drivers. Industrial Marketing Management, 37(2), 120- 130. https://doi.org/10.1016/j.indmarman.2006.08.005
Shen, H., Fu, M., Pan, H., Yu, Z., & Chen, Y. (2020). The impact of the COVID-19 pandemic on firm performance. Emerging Markets Finance and Trade, 56(10), 2213-2230. https://doi.org/10.1080/1540496X.2020.1785863
Sheth, J. (2020). Impact of COVID-19 on consumer behavior: Will the old habits return or die? Journal of Business Research, 117, 280-283. https://doi.org/10.1016/j.jbusres.2020.05.059
Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312-321. https://doi.org/10.1016/j.jbusres.2020.06.015
United Nations. (2020). Policy brief: The impact of COVID-19 on Latin America and the Caribbean. Retrieved from: https://www.un.org/sites/un2.un.org/files/sg_policy_brief_covid_lac.pdf
USGS. (n.d.). What are the long-term effects of climate change ? Retrieved from: https://www.usgs.gov/faqs/what-are-long-term-effects-climate-change-1?qt-news_science_products=3#qt-news_science_products
Van Der Elst, N., Hardebeck, J. L. & Michael, A. J. (2020). Potential duration of aftershocks of the 2020 southwestern Puerto Rico earthquake (No. 2020-1009). US Geological Survey. https://doi.org/10.3133/ofr20201009
Vargas, J., & González, D. (2016). Model to assess supply chain resilience. International Journal of Safety and Security Engineering, 6(2), 282-292. https://doi.org/10.2495/SAFE-V6-N2-282-292
Wakabayashi, J. L. & Merzthal, J. (2015). Directrices para la implementación de un modelo de gestión de la relación con el cliente en el sector industrial: caso DAMERA. Estudios Gerenciales, 31(137), 455-462. https://doi.org/10.1016/j.estger.2015.09.001
Waldman, R. (2019). Natural and human-made disasters. The CDC field epidemiology manual. Retrieved from: https://www.cdc.gov/eis/field-epi-manual/chapters/Natural-Human-Disasters.html
Wang, Y., Hong, A., Li, X., & Gao, J. (2020). Marketing innovations during a global crisis: A study of China firms’ response to COVID-19. Journal of Business Research, 116, 214-220. https://doi.org/10.1016/j.jbusres.2020.05.029
World Health Organization. (2020). Coronavirus disease (COVID-19) weekly epidemiological update and weekly operational update. Retrieved from: https://www.who.int/emergencies/diseases/novel-coronavirus-2019/situation-reports.
Williams, P., Ashill, N., & Naumann, E. (2017). Toward a contingency theory of CRM adoption. Journal of Strategic Marketing, 25(5-6), 454-474. https://www.tandfonline.com/doi/abs/10.1080/0965254X.2016.1149211
Downloads
Publicado
Edição
Seção
Licença
Os autores dos artigos serão responsáveis dos mesmos e, assim, não comprometam os princípios ou políticas da Universidade Icesi nem do Conselho Editorial da revista Estudios Gerenciales. Os autores autorizam e aceitam a transferência de todos os direitos para a revista Estudios Gerenciales para a publicão impressa ou eletrônica. Após a publicação do artigo, pode ser reproduzido sem a permissão do autor ou da revista, se mencionar o(s) autor(es), o ano, o título, o volume e o número e o intervalo de páginas da publicação, e Estudios Gerenciales como fonte (se abster de utilizar Revista Estudios Gerenciales).
Como Citar
