Marketing Relacional en la universidad ecuatoriana en tiempos de crisis (distanciamiento) social. Caso Universidad Internacional del Ecuador sede Loja año 2020 - 2021

Abstract

Abstract: Undoubtedly, 2020 has been one of the most difficult years due to Covid-19 which has caused a global impact on the economy, health, education, and other sectors. Due to these circumstances, educational institutions needed to improve their old and current customer relationships, recruitment efforts, and loyalty strategies of marketing relational and to start implementing new digital tools and channels to provide efficient improvements in communication, customer service, and teaching. This research focuses on analyzing the strategies that Higher Education Institutions had chosen to improve these changes. This research focuses on the UIDE Loja headquarters, institution that has experienced those changes. Similarly, a relational marketing plan is proposed to provide the necessary tools to improve relations with internal and external stakeholders. It is important to understand that new generations suffer constant changes in their choices and preferences, and institutions must incorporate these findings to have more effective strategies and to remain competitive in the market.