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

Abstract

Abstract: The best companies, large or small, seek to relate to their customers in such a way as to raise the level of loyalty, satisfaction and trust, this administrative enhancement helps to raise the profitability of the service; to reach these customers, this is called: Relationship Marketing. In this proposal, relational marketing will allow us a high personalization of services and create a better communication link between university and students, in this case within the UTPL. We will see each digital tool available and how it optimizes and improves the services offered, depending on the use of each one.Taking into account the so-called social distancing due to the COVID-19 pandemic in which we live since 2020, with the pandemic in Ecuador there were a number of changes, the most significant change was in education because the face-to-face and semi-face-to-face modality were transformed into fully online education; this was generated unexpectedly leaving no time to replanning for communication, continuity in procedures and academic procedures.