Resumen de Implementation strategies of a crm system from an endomarketing perspective to foster positive organizational behavior

José Luis López Salazar, José Fernando López Aguirre, Juan Carlos Pomaquero Yuquilema, Jorge Antonio Vasco Vasco

• A company with a strategic vision oriented towards business relationships seeks to adopt tools that help it achieve this goal. One of these tools could be Customer Relationship Management (CRM), which places the employee at the center of the organization, thus improving employee satisfaction and engagement. This, in turn, leads to optimized profitability and increased productivity in any type of business. Despite the existence of previous research on this topic, it is still necessary to deepen the analysis of the implications of the implementation of CRM tools.