CRM relational management and customer satisfaction in public institutions

Authors

  • Gloria Evelina Pazmiño Cano Universidad Técnica de Cotopaxi, Ecuador
  • Diego Wladimir Chango Llumitasig Technical University of Cotopaxi, Ecuador
  • Edisson Andrés Frias Pérez Technical University of Ambato, Ecuador
  • Brenda Elizabeth Oña Sinchiguano Technical University of Cotopaxi, Ecuador https://orcid.org/0000-0002-3939-1059

Keywords:

customer relationship management (CRM), customer loyalty, public institutions, user satisfaction

Abstract

The problem identified in public institutions is related to poor staff training, resistance to change, and inadequate strategic planning, which have limited the effectiveness of public service, despite the existence of customer relationship management (CRM) software in some institutions. The objective of this study focused on examining CRM relationship management and its impact on user loyalty in public institutions in Ecuador. The study included 200 users of public services, selected through systematic probability sampling. The results indicated that user loyalty maintained a significant correlation (Rho=0.873; p=0.000) with CRM management, confirming that user trust improved as public servants improved their responsiveness in bureaucratic processes.

Author Biographies

  • Gloria Evelina Pazmiño Cano, Universidad Técnica de Cotopaxi, Ecuador

    Professor at the Technical University of Cotopaxi, Ecuador. ORCID: https://orcid.org/0000-0002-7967-8214

  • Diego Wladimir Chango Llumitasig, Technical University of Cotopaxi, Ecuador

    Universidad Técnica de Cotopaxi - Extensión La Maná (Ecuador)

  • Brenda Elizabeth Oña Sinchiguano, Technical University of Cotopaxi, Ecuador

    Professor at the Technical University of Cotopaxi, Ecuador. ORCID: https://orcid.org/0000-0002-3939-1059.

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Published

2025-12-30

Issue

No. 36 (2025): N° 36: JUL-DEC 2025

Section

Science article

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