El marketing relacional y fidelización de clientes de la panadería y pastelería Londres de la ciudad de Riobamba provincia de Chimborazo

ABSTRACT This research project was carried out whit the objective to determine how relationship marketing affects the loyalty of customers of Panadería Londres and, in this way, to contribute to a loyalty program that allows a rewarding customer, creating and strengthening a link between customers and companies so that the bakery can be more competitive within the market. As far as state of the art is concerned, research is carried out; articles relevant to the study of relationship marketing and customer loyalty are detailed in the theoretical framework essential aspects about each variable. The methodology used in the research was field and bibliographic, which allowed us to obtain necessary and relevant information. It also used techniques such as the survey directed to external customers of the company and the interview of the internal customers to know their views. The results obtained were represented using tables and graphs, which showed that the company does not generate strategies, programs, or incentives to maintain a lasting relationship between the company and its clients. Within the investigation, the verification of the hypothesis was carried, which allowed us to determine that relationship marketing has a positive impact on the company's loyalty. Finally, the loyalty program was developed, consisting of strategies that allow companies to maintain a long-term relationship with customers, satisfying customer loyalty. Keywords: Relationship marketing, loyalty, quality, strategies, customer, company. Reviewed by: Mgs. Hugo Romero ENGLISH PROFESSOR c.c. 0603156258

• المؤلف الرئيسي: Liliana Maribel, Ramírez Inca (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2021
• الموضوعات: Marketing relaciona; fidelización; estrategias; cliente
• الوصول للمادة أونلاين: http://dspace.unach.edu.ec/handle/51000/7497