Coping with earthquakes and COVID-19: A perspective of customer relationship management

• Orengo-Serra, Karen L. ^[1] ; Sánchez-Jauregui, María ^[2]
  1. [1] Professor, Graduate School of Business Administration, University of Puerto Rico, Rio Piedras, Puerto Rico.
  2. [2] Research Assistant, Graduate School of Business Administration, University of Puerto Rico, Rio Piedras, Puerto Rico.
• Localización: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica, ISSN 0123-5923, Vol. 37, Nº. Extra 159, 2021, págs. 318-331
• Idioma: inglés
• DOI: 10.18046/j.estger.2021.159.4435
• Títulos paralelos:
  • Lidando com terremotos e COVID-19: uma perspectiva da gestão do relacionamento com o cliente
  • Afrontando terremotos y COVID-19: una perspectiva de gestión de la relación con el cliente
• Enlaces
  • Texto completo
• Resumen
  • español

    Este estudio describe las actividades de resiliencia de la Gestión de la Relación con el Cliente o CRM, por sus siglas en inglés, llevadas a cabo en Puerto Rico por las pequeñas y medianas empresas (Pymes) durante una serie de terremotos y la pandemia del COVID-19. El objetivo del estudio es brindar estrategias para ayudar a las empresas a que avancen y manejen efectos negativos de eventos disruptivos inesperados. El proceso de recopilación de datos consistió en 121 encuestados y 7 entrevistas con dueños y gerentes de negocios que operan en Puerto Rico. El refuerzo de las comunicaciones con los clientes, seguido de la reingeniería de la distribución y logística, fueron algunas estrategias de resiliencia de CRM utilizadas con frecuencia. Con un respaldo en Infraestructura Crítica (IC) las empresas evitan interrupciones de las telecomunicaciones manteniéndose en comunicación con los constituyentes principalmente a través de las conexiones vía satélite y Wi-Fi.

  • English

    This study describes Customer Relationship Management (CRM) resiliency activities carried out in Puerto Rico by small and medium-sized enterprises (SMEs) during a series of earthquakes and the COVID-19 pandemic. The objective of the study is to provide strategies to help businesses move forward and cope with negative effects of unexpected disruptive events. The data gathering process comprised 121 firms surveyed and 7 in-depth interviews with business owners and managers operating in Puerto Rico. Results reveal that reinforcing customer communications, followed by distribution and logistics re-engineering were some of the CRM resilience strategies frequently used by SMEs. By backing up their Critical Infrastructure (CI), businesses avoid telecommunications interruptions and stay in communication with stakeholders mainly via satellite and mobile Wi-Fi connections.

  • português

    Este estudo descreve as atividades de resiliência de Gestão do Relacionamento com o Cliente ou CRM, realizadas em Porto Rico por Pequenas e Médias Empresas (PMEs) durante uma série de terremotos e a pandemia COVID. O objetivo do estudo é fornecer estratégias para ajudar as empresas a avançar e gerenciar os efeitos negativos de eventos perturbadores inesperados. O processo de coleta de dados consistiu em 121 pessoas pesquisadas e 7 entrevistas com proprietários de empresas e gerentes que operam em Porto Rico. O fortalecimento da comunicação com o cliente, seguido pela reengenharia de distribuição e logística, foram algumas estratégias de resiliência de CRM usadas com frequência. Com suporte em Infraestrutura Crítica (IC), as empresas evitam interrupções nas telecomunicações, mantendo a comunicação com os constituintes principalmente por meio de conexões via satélite e wifi.

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