Marketing relacional y la fidelización de clientes, tiendas más ahorro, ciudad de Guayaquil
The research on relationship marketing and customer loyalty in Tiendas Más Ahorro, City of Guayaquil was carried out using a mixed approach, which integrated quantitative and qualitative methods to comprehensively understand the dynamics of marketing and customer loyalty. The quantitative phase cons...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2024
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| Accés en línia: | http://repositorio.ulvr.edu.ec/handle/44000/7298 |
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Afegir etiqueta | Sumari: | The research on relationship marketing and customer loyalty in Tiendas Más Ahorro, City of Guayaquil was carried out using a mixed approach, which integrated quantitative and qualitative methods to comprehensively understand the dynamics of marketing and customer loyalty. The quantitative phase consisted of structured surveys aimed at customers aged 18 to 65, collecting data on their perception, satisfaction and loyalty towards Tiendas Más Ahorro. Simultaneously, the qualitative phase included in-depth interviews, providing a detailed view of clients' individual experiences and perceptions. The results were based on the analysis of surveys and interviews, as well as on the SWOT and the proposed strategies. Areas of opportunity were identified, such as the need to improve visual and digital communication, strengthen customer service and optimize loyalty programs. These findings provide Tiendas Más Ahorro with a clear view of customer perception and areas to strengthen loyalty. The research addressed the impact of these results in the context analyzed, offering the company specific insights to address the decrease in purchase frequency and loyalty. The proposed proposal focuses on innovative strategies adapted to the competitive reality of Guayaquil. |
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