ANÁLISIS DE LAS HERRAMIENTAS PARA LA GESTIÓN DEL MARKQTING RELACIONAL EN LA COOPERATIVA DE AHORRO Y CRÉDITO OSCUS LTDA. DE LA CIUDAD DE AMBATO

Relationship marketing aims to establish profitable relationships based on the client's knowledge, taking advantage of the synergy that is established for mutual benefit; under this precept the objective of the research is to determine the guidelines for the implementation of relational marketing strategies, in the Cooperatives OSCUS Ltda.; for which a questionnaire was applied both to the executives and to a sample of 384 clients of the Cooperative, through which an attempt was made to analyze the relational marketing tools and the factors that influence the management, which allowed to conclude the need for a Customer Relationship Management (CRM) complemented with the application of relational strategies and the implementation of a comprehensive communication process. Likewise, a bibliographic review was carried out that contributed to the analysis of the factors and concepts that converge in the generation of long-term relationships with customers.

• Autor principal: Manobanda Quito, Sandra Patricia (author)
• Format: masterThesis
• Idioma: spa
• Publicat: 2019
• Matèries: Marketing relacional,; lealtad,; calidad,; valor,; comunicación integral,; crm
• Accés en línia: http://repositorio.uees.edu.ec/123456789/2932