Jorge Luis Escalante Flores
The present investigation is oriented to the implementation of the CRM theory in the commercial emporium of Gamarra, Lima Peru, in response to the growing need of the productive and commercial units to strengthen the relationships with their clients by rethinking the traditional concepts of marketing and employing relationship marketing concepts. The study approach was quantitative, applied type with explanatory scope and quasi-experimental design. The information was collected through the survey technique and the instrument was a questionnaire that was applied as a pretest and posttest to demonstrate that the CRM Theory affects the management of the relationship with the client. The sample consisted of 375 owners for the control group and 375 owners for the experimental group. The research concludes that the customer relationship management (CRM) of the control and experimental groups present in the U-Mann-Whitney test: 11125.500 and z= -19.955, with a ρ = 0.000 (ρ < 0.05), The null hypothesis is rejected and it was established that: There is an influence of the application of the CRM theory in the management of the relationship with the client in the productive and commercial units of the Emporio Comercial de Gamarra, Lima Peru.
Pág 2383-2391, 13 Oct