Marketing relacional y la fidelización del cliente en sector hotelero en la ciudad de Riobamba

This study analyzed the relationship between relationship marketing and customer loyalty in the hotel sector of Riobamba. Visitors were surveyed to assess their level of loyalty and marketing tactics employedby hotels. The findings revealedlow participation in loyalty programs, limited personalization, and por costumer services. More tan 70% of guests indicated they would neither recommend the hotel services. Most guests did not use digital channels to communicate with the hotel. The guest experience was diminished by a lack of attention and inadequate follow-up. Based on this assessment, a strategic plan was developed that includes tactics such as customer relationship management,loyalty programs,and personalized attention. Staff trainingand the use of digital platforms were also incorporated. The objetive is to optimize the customer experience and strengthen loyalty. The plan is structured in phases and designed with a limited buget, aiming to genrate higher returns and multiple recommendations. The chi-square análisis confirmed that relationship marketing significantly influences customer loyalty. There is a direct link bertween customer service quality and loyalty. Strengthening this relationship is essential for maintaining competitiveness in the hotel industry. It is concluded that long-term relationships lead to supeior results.

• Autor principal: Pambi Gallardo, Carlos Julio (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2026
• Matèries: Marketing relacional; Fidelización; Huésped; Lealtad
• Accés en línia: http://dspace.unach.edu.ec/handle/51000/16359