Diseño de estrategias de fidelización para fortalecer la retención de clientes en la empresa Zezar de la ciudad de Santo Domingo
Within the competitive business world, customer loyalty strategies are transcendental, since they allow companies to cultivate lasting relationships with customers and, therefore, guarantee their loyalty and repeat purchases. The main objective of this investigative work was to design customer loyal...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2025
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| Subjects: | |
| Online Access: | https://dspace.uniandes.edu.ec/handle/123456789/19200 |
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Add Tag | Summary: | Within the competitive business world, customer loyalty strategies are transcendental, since they allow companies to cultivate lasting relationships with customers and, therefore, guarantee their loyalty and repeat purchases. The main objective of this investigative work was to design customer loyalty and retention strategies for the company ZEZAR, since the strategic actions used to build customer loyalty and raise the level of sales were not helping to optimally achieve the expected results. thus, affecting the competitive capacity of the company and negatively affecting the business's finances. The study carried out was carried out under a qualitative - quantitative investigative approach, within the applied methodology, research methods, techniques and instruments were also used whose help was fundamental for the achievement, analysis and processing of the information obtained based on which it was designed. the proposed solution to the identified problem The approach to new and updated loyalty strategies that strengthen customer retention in the company was developed based on a situational analysis of the company's internal and external environment, which served as input to develop the SWOT matrix and subsequently the objectives, loyalty strategies and action plans in accordance with the reality and needs of the organization. Additionally, monitoring and control methods were proposed that facilitate the monitoring and supervision of compliance with the activities. Based on the research carried out, it is evident that customer loyalty plays a transcendental role in the optimal development and growth of companies, since this contributes to guaranteeing long-term sustainability, through the implementation of retention and loyalty strategies that allow the generation of lasting links with customers and a projection of sustained growth in sales that strengthens both the finances and the positioning of the business. |
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