Análisis del marketing relacional en la universidad ecuatoriana en tiempo de crisis (distanciamiento). Caso Universidad San Francisco de Quito año 2021

Abstract

Abstract: Relationship marketing in universities allows a better understanding of audiences and the classification of actions that generate value to the university brand. The objective of this research is to study the relationship marketing strategies applied in the Universidad San Francisco de Quito (USFQ) in a crisis situation, oriented to the fulfillment and satisfaction of students, with their respective analysis and determination of endogenous and exogenous factors, for this purpose a diagnosis of the current situation of the USFQ was made, in this sense, the research is descriptive and with a mixed approach, where the survey was applied as an instrument to 373 current customers and 196 potential customers. The main results indicated that students during the COVID-19 pandemic did not have adequate and updated information on the admission process, enrollment and events carried out by the institution under analysis, under this context, a relationship marketing plan was created for USFQ to improve the channels of communication and permanence of customers, as well as interaction with the university community.