Merchandising y la fidelización de clientes en la empresa Decor Ríos.
The present research study aims to determine how merchandising impacts customer loyalty at Decor Ríos, utilizing the hypothetical-deductive method through a descriptive and field research approach. The study's population consisted of customers making purchases at the company, with a sample size...
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| Hovedforfatter: | |
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| Format: | bachelorThesis |
| Sprog: | spa |
| Udgivet: |
2023
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| Fag: | |
| Online adgang: | http://dspace.unach.edu.ec/handle/51000/11740 |
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Tilføj Tag | Summary: | The present research study aims to determine how merchandising impacts customer loyalty at Decor Ríos, utilizing the hypothetical-deductive method through a descriptive and field research approach. The study's population consisted of customers making purchases at the company, with a sample size of 238 individuals. Information was gathered through surveys, enabling the analysis and interpretation of the data. Subsequently, the SPSS program was used to perform a chi-squared test, where the sample value X was 4.18, exceeding the critical value X of 3.84. This led to rejecting the null hypothesis and accepting the alternative theory, indicating that merchandising impacts customer loyalty at Decor Ríos. In conclusion, the research results reveal that Decor Ríos lacks merchandising strategies, resulting in several deficiencies affecting customer loyalty and low customer retention. Therefore, methods are proposed, specifying the activities to be carried out to enhance customer loyalty and achieve better profitability. |
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