Sistema Regional de Información
en línea para Revistas Científicas de América Latina,
el Caribe, España y Portugal

OBJECTIVE: To verify the relationship between the quality of the service and the CRM of students’ loyalty from a Higher Education Institution in Mexico. Reason why, quality management and customer relationship management [CRM] tools need to be applied in order to ensure a continuous improvement, so customers’ loyalty is achieved. MATERIAL AND METHODS: A quantitative, explanatory, and cross-sectional investigation was developed, through the approach of a model that met the requirements of convergent and discriminant validity, as well as an acceptable level of adjustment, through the structural equation modeling technique, using the Smart PLS 3 software. RESULTS: The CRM has a positive and significant relation, a weak one but present, regarding to students’ loyalty towards the university, which hypothesis 1 is supported by. CONCLUSIONS: Both proposed hypotheses in the model had a support. It was verified that the CRM and the quality of the service offered by the university in question are positively and significantly related to students’ loyalty.

OBJECTIVE: To analyze the behavior of Social Commerce through the most used networks by MSMEs due to the COVID 19 pandemic, and to identify the products with the highest online sales in the digital market. MATERIAL AND METHOD: This work is prepared under a documentary analysis and a contextual qualitative methodology, with information from secondary sources such as: online newspapers, scientific articles, investment analysis, web pages and national studies. The 2020 financial year was considered, because it was a year in which many MSMEs closed operations due to the uncertainty and instability experienced by COVID-19 and social commerce was an alternative for sales as a digital channel through social networks more used by them.RESULTS: The most purchased identified items through social commerce were: clothing, accessories, electronics, and jewelry mostly; 51% of women and 49% of men with a medium-low socioeconomic level.CONCLUSIONS: Social networks have become the new and most used digital sales channel by MSMEs and active users. KEYWORDS: Social Commerce, Mexico, MSMEs, Pandemic, Social networks.

OBJECTIVE: Identify opinions about online purchases in the period from April 25th to May 16th, 2022. MATERIAL AND METHOD: The approach of this study is non-experimental, qualitative, through grounded theory, using the sentiment analysis technique to classify unstructured information in structured data of a text fragment as positive sentiment (> 0), negative (< 0) or neutral (0), based on tweets from the social network Twitter about #comprasenline; RStudio software was used for data processing. RESULTS: They show that 50.9% of users perceive negative sentiment toward online purchases, while 40.8% consider online purchases positive. CONCLUSIONS: The impact of the phenomenon of online shopping, despite being a new form of consumption and purchasing habit, is still not so accepted, since feelings or opinions continue to be judged about the security and guarantee of the supply, which must be counteracted by marketing strategies to encourage online purchases and the security provided by making them correctly.

OBJECTIVE: Identify and select factors of the organizational climate and culture variables that affect university teaching performance to develop an information collection instrument and verify that the instrument measures and adjusts to partial and integral conceptual models. MATERIAL AND METHOD: Non-experimental quantitative cross-sectional research at a confirmatory correlational level. An information collection instrument was designed and elaborated based on the empirical evidence found in a literary review and the state of the art of the investigated variables. After carrying out the validation of experts and a pilot to 67 university professors, it was determined through the SPSS software ver. 24, the reliability of the instrument and the multivariate analysis. The structure of the instrument was adapted, proceeding to the field investigation with a sample of 257 cases using the AMOS ver. software. 24, the structural model of the study was made by adjusting the model and checking its discriminant validity. RESULTS: The calculations obtained through the analysis of structural equations showed that, implicitly, the constructs established in the models reflect the items in the questionnaire. CONCLUSIONS: The instrument designed and built reflects the dimensions that are being measured, confirming that the study model can be used in further research.

OBJECTIVE: To identify whether the discriminatory expressions associated with racism, classism, ethnocentrism, sexism, and homophobia are duly recognized within the symbolic representations of students of different degrees of study of Multimedia Communication Engineering. The assumption resides in evaluating whether the level of study is directly linked to the discernment of discriminating phrases. MATERIAL AND METHOD: The method is based on the quantitative analysis of correlational cut; for its part, the measurement instrument is operationally structured from conventional expressions in accordance with the five types of discrimination previously stated. For data interpretation, Pearson's correlation coefficient was applied, with a significance level of 0.05. RESULTS: There is a direct and positive relationship between the degree of study and the discernment of racist and homophobic expressions. On the other hand, classist and sexist expressions present a moderate relationship. Finally, in the case of ethnocentric expressions, a scattered correlation prevails; that is, the degrees of study do not have a positive or negative correlation with respect to the discernment of phrases. CONCLUSION: It is expected to instruct about these forms of discrimination in higher level students, with the purpose of disseminating an inclusive language free of violence.

OBJECTIVE: To demonstrate how the corporate strategy of the banking institution is related to the market and its stakeholders in order to obtain an academic vision. MATERIAL AND METHOD: The research design is of a descriptive and documentary exploratory type, due to the fact that the collection of information was done through secondary sources such as official documents and scientific articles to observe the operation of Banco de Occidente, one of the most important financial institutions in Colombia formed by investors and a wide range of financial products and services. This company has developed different types of interesting strategic planning during its trajectory, in order to be current in the market according to the changes of the environment, and carrying out permanent technological surveillance. RESULTS: An analysis of strategic guidelines was carried out, showing the way in which the institution carries out financial planning. CONCLUSIONS: The position of the object of study towards the environment, social and economic aspects involving stakeholders is demonstrated.

Currently, organizations must strengthen their competitive advantages to respond to the changes imposed by globalization. Financial literacy is related to competitiveness. However, it is a subject little addressed in the organizational field and poses dilemmas to be strengthened. OBJECTIVE: To analyze properties, gaps and implications of financial literacy and organizational competitiveness to specify this relationship. MATERIAL AND METHOD: An analysis was carried out using the qualitative technique of grounded theory. First, 44 academic texts on competitiveness and financial literacy were reviewed, obtained from the databases of: JSTOR; Ebsco, Wiley, Science direct, Dialnet, google academic, Flacso and Scielo; to later classify, order and obtain analysis categories to analyze properties, gaps and implications between both constructs. RESULTS: Most of the studies focus on financial elements and administrative processes, positively associated with obtaining returns; efficiency in financial performance; venture sustainability; technological adaptation, among others. CONCLUSIONS: Financial literacy strengthens organizational functions that are necessary for the development of competitive advantages. However, the theoretical review yields different implications on the conceptual and methodological scope of financial literacy, due to the different perceptions of financial knowledge and its application.

OBJECTIVE: Carry out a diagnosis of bank financing to contribute find solutions to the problem of access to financing. MATERIAL AND METHOD: It is of a qualitative type with an exploratory scope and a non-experimental and cross-sectional research design. The technique was the collection of secondary data from ENAFIN 2018 and ENAPROCE 2018. RESULTS: It was found that microenterprises are the ones that face the greatest restrictions in access to bank financing, for example: in 2018 only 14.6% had financing; 47.3% indicated that the lack of credit history was the main reason why they were not granted financing. In the heat maps, it stands out that the state of Coahuila is where SMEs have the least access to credit from commercial banks with only 8.7%, while Campeche, Guerrero, and Puebla are the states with the highest financing with 71.5%, 67.9%, and 60.6%, respectively. CONCLUSIONS: There is a large gap in access to bank financing between MSMEs and large companies, and high-interest rates are the main restriction of access to credit.

The growing concern for the environment in Mexico has had a notable increase, resulting in a great opportunity for companies that opt for this alternative; however, despite this general interest, there has been less success in certain areas of the population such as Pachuca, Hidalgo. OBJECTIVE: To analyze the factors that influence the purchase decision of ecological products in consumers. MATERIAL AND METHOD: A quantitative research was carried out, with a sample of 164 participants in a 14-item survey. RESULTS: There are very few sales points and a scarcity of this type of product, the purchase is influenced by reference groups and the traits to be considered are biodegradable packaging, certified labels, price, and trust in quality; the most consumed products are those of hygiene and beauty. CONCLUSIONS: There is a great paradox consisting of the low level of consumption of ecological products and the care of the environment; giving rise to three consumer profiles - the imitator, the Eco Lifestyle, and the involved.

OBJECTIVE: To analyze the experience regarding the search for free higher education in Mexico, from the jurisdictional matter. MATERIALS AND METHODS: It was developed under the qualitative hermeneutics approach, through the analysis of the criteria issued by the Federal Judiciary regarding free Higher Education. RESULTS: Nine theses were found, published in the period of September 2014- January 2017 which directly addressed the issue of gratuity, it was until 2017 that the criteria or the principle of Human Right to Education was fully recognized through jurisprudence in Higher Education. CONCLUSIONS: The diagnosis on the trends of Human Right to Higher Education in concatenation with the principle of free education represents a basic x-ray of a complex, and structural challenge that will require a lot of effort so it can be achieved on the part of all the involved actors. It can be observed, that the tendency of the Judiciary Power has been to recognize free Higher Education through the control of conventionality with the treaties that have been signed in Mexico.