Enfoque de un programa CRM (Customer Relationship Managment): fidelización, aplicado a detallistas tipo AAA, para un productor de confitería en la ciudad de Quito

Para la empresa la atención de cliente es una variable vinculada de forma directa con la satisfacción del mismo, de tal manera que una no puede separarse de la otra, en este estudio se revisará las acciones por las cuales se considera que la satisfacción del cliente y su fidelización son componentes esenciales para incrementar la competitividad de las organizaciones. La identificación de las necesidades y expectativas de los distintos segmentos de clientes es fundamental para alcanzar su satisfacción. En los actuales momentos, la globalización, la apertura de fronteras, la libre comercialización entre los países, constituyen un reto de estabilidad comercial y sobrevivencia de las empresas ecuatorianas, razón por la cual las compañías y entre ellas las comercializadoras, buscan estrategias y alternativas para garantizar su permanencia en el mercado, por lo que una de ellas a considerar es la fidelización del cliente. El punto de partida de cualquier estrategia sensible a los clientes es un conocimiento profundo de la lealtad, identificándola como una relación de apego hacia los productos o servicios de una empresa . Por esta razón la organización reconocen que la satisfacción de los clientes no basta. Esta debe transformarse en relaciones duraderas y leales. Una vez que se ha determinado que la fidelidad del consumidor es un recurso importante para el desarrollo y crecimiento del cliente-empresa, el siguiente estudio propone estrategias que tiene como finalidad la permanencia del cliente a largo plazo, traducido en desarrollo económico para las dos partes. El estudio inicia con una evaluación de las condiciones actuales de la empresa, en relación al nivel de fidelidad del cliente con el que se desarrolla la misma, los datos recabados son captados a través de encuestas, luego son tabulados, analizados, posteriormente se aplican las estrategias, los resultados obtenidos se evalúan a corto y mediano plazo con el fin de determinar la efectividad de las mismas, finalmente ellas son detalladas en las conclusiones y sustentadas en las recomendaciones.

The Ethics of Ethics Reviews in Global Health Research: Case Studies Applying a New Paradigm

With increasing calls for global health research there is growing concern regarding the ethical challenges encountered by researchers from high-income countries (HICs) working in low or middle-income countries (LMICs). There is a dearth of literature on how to address these challenges in practice. In this article, we conduct a critical analysis of three case studies of research conducted in LMICs.We apply emerging ethical guidelines and principles specific to global health research and offer practical strategies that researchers ought to consider. We present case studies in which Canadian health professional students conducted a health promotion project in a community in Honduras; a research capacity-building program in South Africa, in which Canadian students also worked alongside LMIC partners; and a community-university partnered research capacity-building program in which Ecuadorean graduate students, some working alongside Canadian students, conducted community-based health research projects in Ecuadorean communities.We examine each case, identifying ethical issues that emerged and how new ethical paradigms being promoted could be concretely applied.We conclude that research ethics boards should focus not only on protecting individual integrity and human dignity in health studies but also on beneficence and non-maleficence at the community level, explicitly considering social justice issues and local capacity-building imperatives.We conclude that researchers from HICs interested in global health research must work with LMIC partners to implement collaborative processes for assuring ethical research that respects local knowledge, cultural factors, the social determination of health, community participation and partnership, and making social accountability a paramount concern.

The Ethics of Ethics Reviews in Global Health Research: Case Studies Applying a New Paradigm

With increasing calls for global health research there is growing concern regarding the ethical challenges encountered by researchers from high-income countries (HICs) working in low or middle-income countries (LMICs). There is a dearth of literature on how to address these challenges in practice. In this article, we conduct a critical analysis of three case studies of research conducted in LMICs.We apply emerging ethical guidelines and principles specific to global health research and offer practical strategies that researchers ought to consider. We present case studies in which Canadian health professional students conducted a health promotion project in a community in Honduras; a research capacity-building program in South Africa, in which Canadian students also worked alongside LMIC partners; and a community-university partnered research capacity-building program in which Ecuadorean graduate students, some working alongside Canadian students, conducted community-based health research projects in Ecuadorean communities.We examine each case, identifying ethical issues that emerged and how new ethical paradigms being promoted could be concretely applied.We conclude that research ethics boards should focus not only on protecting individual integrity and human dignity in health studies but also on beneficence and non-maleficence at the community level, explicitly considering social justice issues and local capacity-building imperatives.We conclude that researchers from HICs interested in global health research must work with LMIC partners to implement collaborative processes for assuring ethical research that respects local knowledge, cultural factors, the social determination of health, community participation and partnership, and making social accountability a paramount concern.