Marketing relacional en la universidad ecuatoriana en tiempo de crisis (distanciamiento). Caso Universidad Técnica Particular de Loja MAD año 2021

Abstract

Abstract: This research was carried out as a result of the Covid-19 health emergency that affected the daily development of activities in the social environment; For this reason, the UTPL seeks to obtain data that sheds light on the impact it had on the academic sector by focusing on relationship marketing, in order to analyze relationship marketing strategies in the time of distancing, aimed at achieving student satisfaction; for which data collection instruments were designed to diagnose the use of relational marketing in the university as well as the level of quality transmitted to the student, this in order to develop a marketing plan that enhances the level of loyalty between university and student in addition to improving the prospective vision in times of crisis. The results obtained are within the expected estimates; They are established as the use of official channels as the means to establish reliable communication with the university for administrative academic procedures and the requirement to increase the degree of student participation with the university.