Customer loyalty and administrative management of e-commerce in the telecommunications sector in Latin America

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Business management plays a crucial role in brand positioning using the digitization of processes and strategies to attract customers, especially during the Covid-19 pandemic. The objective of this study is to identify the actions implemented by the administrative management of international corporations regarding investing in e-commerce and enhancing consumer loyalty. The sample comprised leading telecommunication companies, such as O Globo, Claro, and Tigo, according to the Katnar Ranking. A qualitative non-experimental design methodology was applied based on the documentary analysis of the annual reports. As a result of the investigation, it was found that 54% of the investments in business management maintained a customer attraction approach through electronic commerce strategies based on the organizational communication policy. In addition, 57% of the investment is allocated to the design of marketing plans through official websites. 54% of the incentive scale focuses on special offers on commemorative dates. On the other hand, 61% represent the importance of recognition of the digital shopping experience. Finally, 47% of the investment is focused on strengthening the processes that guarantee compliance with the duty of suitability. In conclusion, the business strategies proposed to promote electronic commerce and consumer loyalty have managed to promote digital transformation in the long term because administrative management focused on customer satisfaction and acquisition, which is essential to achieve business success in the digital age.

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    • Table 1. Sample characteristics
    • Table 2. Percentage of compliance with indicators in terms of consumer loyalty dimensions generated by the application of e-commerce in O Globo
    • Table 3. Percentage of compliance with indicators in terms of consumer loyalty dimensions generated by the application of e-commerce in Claro
    • Table 4. Percentage of compliance with indicators in terms of consumer loyalty dimensions generated by the application of e-commerce in Tigo
    • Conceptualization
      Leticia Briggith Gomez-Pino, Karla Stefanny Huertas-Vilca
    • Formal Analysis
      Leticia Briggith Gomez-Pino, Karla Stefanny Huertas-Vilca, Omar Fabricio Maguiña-Rivero, Franklin Cordova-Buiza
    • Investigation
      Leticia Briggith Gomez-Pino, Karla Stefanny Huertas-Vilca
    • Project administration
      Leticia Briggith Gomez-Pino, Karla Stefanny Huertas-Vilca, Omar Fabricio Maguiña-Rivero, Franklin Cordova-Buiza
    • Resources
      Leticia Briggith Gomez-Pino, Karla Stefanny Huertas-Vilca, Omar Fabricio Maguiña-Rivero
    • Software
      Leticia Briggith Gomez-Pino, Karla Stefanny Huertas-Vilca
    • Validation
      Leticia Briggith Gomez-Pino, Karla Stefanny Huertas-Vilca, Omar Fabricio Maguiña-Rivero, Franklin Cordova-Buiza
    • Writing – original draft
      Leticia Briggith Gomez-Pino, Karla Stefanny Huertas-Vilca
    • Writing – review & editing
      Leticia Briggith Gomez-Pino, Karla Stefanny Huertas-Vilca, Omar Fabricio Maguiña-Rivero, Franklin Cordova-Buiza
    • Methodology
      Karla Stefanny Huertas-Vilca, Franklin Cordova-Buiza
    • Funding acquisition
      Omar Fabricio Maguiña-Rivero
    • Visualization
      Omar Fabricio Maguiña-Rivero
    • Supervision
      Franklin Cordova-Buiza