<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2007-9753</journal-id>
<journal-title><![CDATA[RIIIT. Revista internacional de investigación e innovación tecnológica]]></journal-title>
<abbrev-journal-title><![CDATA[RIIIT. Rev. int. investig. innov. tecnol.]]></abbrev-journal-title>
<issn>2007-9753</issn>
<publisher>
<publisher-name><![CDATA[Universidad Autónoma de Coahuila]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-97532023000600033</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis de los efectos de la implementación de gestión de relaciones con el cliente en empresas de serigrafía y bordado de la ciudad Tijuana, Baja California]]></article-title>
<article-title xml:lang="en"><![CDATA[Analysis of the effects of the implementation of customer relationship management in screen printing and embroidery companies in the city of Tijuana, Baja California]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Martínez-León]]></surname>
<given-names><![CDATA[B.C.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cruz-Estrada]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Miranda-Zavala]]></surname>
<given-names><![CDATA[A.M.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Baja California Facultad de Turismo y Mercadotecnia ]]></institution>
<addr-line><![CDATA[Tijuana Baja California]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>11</volume>
<numero>65</numero>
<fpage>33</fpage>
<lpage>54</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-97532023000600033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-97532023000600033&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-97532023000600033&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Objetivo: analizar los efectos de la implementación de la Gestión de Relaciones con el Cliente (CRM) en organizaciones de serigrafía y bordado de Tijuana, de acuerdo con la opinión de los administradores de las empresas. Metodología: Se aplicó la técnica cuantitativa de encuesta en 30 organizaciones de serigrafía y bordado de esta localidad con registro en el Directorio Estadístico Nacional de Unidades Económicas (DENUE). Resultados: Mediante análisis de regresión, se encontró que existe una correlación media entre las variables independientes: (orientación al cliente, tecnología, gestión del conocimiento, variables organizativas); con la variable dependiente (resultados del CRM). De acuerdo con la opinión de los administradores la implementación del CRM trae beneficios en las ventas, rentabilidad del servicio, satisfacción y confianza del consumidor. Valor: La investigación aporta resultados sobre la importancia CRM para mejorar la entrega de valor a los clientes y los beneficios para las empresas. Limitaciones: pueden existir otras variables que influyan en la competitividad de las organizaciones entre las cuales se encuentran la ubicación del establecimiento, infraestructura, capacidad innovadora, entre otros, las cuales puede ser sujeto de otro estudio. Conclusiones: Mediante la correcta aplicación del CRM se incrementan las probabilidades de satisfacer las necesidades de los clientes, atraer más usuarios del servicio y conseguir la confianza de los clientes actuales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Objective: to analyze the effects of the implementation of Customer Relationship Management (CRM) in screen printing and embroidery organizations in Tijuana, according to the opinion of the companies´ managers. Methodology: The quantitative survey technique was applied in 30 silk-screen printing and embroidery organizations of this locality with registration in the National Statistical Directory of Economic Units (NSDEU). Results: Through regression analysis, it was found that there is a mean correlation between the independent variables: (customer orientation, technology, knowledge management, organizational variables); with the dependent variable (CRM results). According to the opinion of the administrators the implementation of CRM brings benefits in sales, profitability of the service, satisfaction and consumer trust. Value: The research provides results on the importance of CRM to improve the delivery of value to customers and benefits to businesses. Limitations: there may be other variables that influence the competitiveness of organizations among which are the location of the establishment, infrastructure, innovative capacity, among others), which may be subject of another study. Conclusions: The correct application of CRM increases the likelihood of satisfying customer needs, attracting more service users and gaining the trust of existing customers.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Orientación al cliente]]></kwd>
<kwd lng="es"><![CDATA[Gestión del conocimiento]]></kwd>
<kwd lng="es"><![CDATA[Tecnología]]></kwd>
<kwd lng="es"><![CDATA[Satisfacción del cliente]]></kwd>
<kwd lng="es"><![CDATA[CRM]]></kwd>
<kwd lng="en"><![CDATA[Customer orientation]]></kwd>
<kwd lng="en"><![CDATA[Knowledge management]]></kwd>
<kwd lng="en"><![CDATA[Technology]]></kwd>
<kwd lng="en"><![CDATA[Customer satisfaction]]></kwd>
<kwd lng="en"><![CDATA[CRM]]></kwd>
</kwd-group>
</article-meta>
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