<?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>2409-8752</journal-id>
<journal-title><![CDATA[Revista Científica de la UCSA]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. ciente. UCSA]]></abbrev-journal-title>
<issn>2409-8752</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Cono Sur de las Américas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2409-87522022000300097</article-id>
<article-id pub-id-type="doi">10.18004/ucsa/2409-8752/2022.009.03.097</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Importancia de la herramienta Customer Relationship Management (CRM) en las empresas de Latinoamérica. Una revisión sistemática de la literatura científica los últimos diez años]]></article-title>
<article-title xml:lang="en"><![CDATA[Importance of the Customer Relationship Management (CRM) tool in Latin American companies. A systematic review of the scientific literature in the last ten years]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Checasaca-Julca]]></surname>
<given-names><![CDATA[Johan Ronnie]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Cabeza]]></surname>
<given-names><![CDATA[Ladhres Karen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Malpartida-Gutiérrez]]></surname>
<given-names><![CDATA[Jorge Nelson]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chocobar-Reyes]]></surname>
<given-names><![CDATA[Emilio José]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Privada del Norte Carrera de Administración ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Privada del Norte Facultad de Administración ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Peru</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Zegel IPAE Área de Dirección General ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Perú</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2022</year>
</pub-date>
<volume>9</volume>
<numero>3</numero>
<fpage>97</fpage>
<lpage>119</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_arttext&amp;pid=S2409-87522022000300097&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_abstract&amp;pid=S2409-87522022000300097&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_pdf&amp;pid=S2409-87522022000300097&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La investigación se tituló &#8220;Importancia de la herramienta Customer Relationship Management (CRM) en las empresas de Latinoamérica. Una revisión sistemática de la literatura científica los últimos diez años&#8221;. Así, en un mercado altamente competitivo las empresas deben generar ventajas competitivas para poder seguir creciendo y es aquí donde la herramienta CRM cumple una función muy importante. Para conocer la importancia del CRM se investigaron en las bases de datos cerradas EBSCOhost, ProQuest y ScienceDirect y en las abiertas Scielo y Redalyc para los años 2011-2021 utilizando las palabras clave &#8220;CRM&#8221;, &#8220;Customer Relationship Management&#8221; e &#8220;Importancia&#8221; obteniendo 30 artículos y se logró el objetivo de determinar la importancia de la herramienta CRM en las empresas de Latinoamérica. Los resultados encontrados nos indican que la importancia más valorada por las empresas es la capacidad de establecer una relación de largo plazo con los clientes, segmentarlos y generando la mayor rentabilidad posible para la empresa. Finalmente se pudo concluir que el CRM es muy importante para las empresas que deseen establecer una relación duradera con los clientes poder aplicar estrategias focalizadas para ellos y maximizar la rentabilidad.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The research was titled &#8220;Importance of the Customer Relationship Management (CRM) tool in Latin American companies. A systematic review of the scientific literature in the last ten years&#8221;. Thus, in a highly competitive market, companies must generate competitive advantages in order to continue growing, and this is where the CRM tool plays a very important role. To know the importance of CRM, the closed databases EBSCOhost, ProQuest and ScienceDirect and the open Scielo and Redalyc databases were investigated for the years 2011-2021 using the keywords "CRM", "Customer Relationship Management" and "Importance" obtaining 30 articles and the objective of determining the importance of the CRM tool in Latin American companies was achieved. The results found indicate that the importance most valued by companies is the ability to establish a long-term relationship with customers, segment them and generate the highest possible profitability for the company. Finally, it was possible to conclude that CRM is very important for companies that wish to establish a lasting relationship with customers, to be able to apply focused strategies for them and maximize profitability.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Customer Relationship Management]]></kwd>
<kwd lng="es"><![CDATA[CRM]]></kwd>
<kwd lng="es"><![CDATA[importancia]]></kwd>
<kwd lng="es"><![CDATA[herramienta]]></kwd>
<kwd lng="es"><![CDATA[fidelización]]></kwd>
<kwd lng="es"><![CDATA[segmentación]]></kwd>
<kwd lng="es"><![CDATA[rentabilidad del cliente]]></kwd>
<kwd lng="en"><![CDATA[Customer Relationship Management]]></kwd>
<kwd lng="en"><![CDATA[CRM]]></kwd>
<kwd lng="en"><![CDATA[importance]]></kwd>
<kwd lng="en"><![CDATA[tool]]></kwd>
<kwd lng="en"><![CDATA[loyalty]]></kwd>
<kwd lng="en"><![CDATA[segmentation]]></kwd>
<kwd lng="en"><![CDATA[customer profitability]]></kwd>
</kwd-group>
</article-meta>
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