Fidelización de clientes en el Comercial "Mantilla" en la ciudad de Babahoyo, periodo 2024.

The project entitled “Fidelización de clientes en el comercial "Mantilla" en la ciudad de Babahoyo, periodo 2024” was designed to analyze the issues that affect customer loyalty through techniques that allow the identification of internal and external factors that hinder growth. To fulfill this purpose, the weaknesses and threats detected were addressed strategically, the causes that prevent the return of customers were identified, and mechanisms to promote brand loyalty were recommended. The methodology applied was framed within the case study guidelines, with a quantitative focus and descriptive design, which made it possible to analyze the particularities that have an impact on the loyalty of the customers of the “Mantilla” commercial. In addition, a digital questionnaire addressed to 138 customers of the business was used as an instrument of data collection. Through this process, it is highlighted that the long waiting times, the low quality of service and the inadequate management of requests are aspects that can hinder the return of purchase. In view of this, we suggest the implementation of loyalty strategies that strengthen communication between customers and the business by taking advantage of the attributes and opportunities of the environment, the investment of efforts to modernize the infrastructure and adoption of new technologies that allow the development and improvement of attractive areas and features that satisfy the customer, and the implementation of a loyalty program that includes exclusive benefits and rewards for future purchases to motivate the preference for the business.

• Autor principal: Mantilla Carrera, Lisbeth Stefania (author)
• Formato: bachelorThesis
• Publicado em: 2024
• Assuntos: Fidelización del cliente; Lealtad hacia la marca; Crecimiento comercial; Programas de fidelización; Satisfacción del cliente; Comercio
• Acesso em linha: http://dspace.utb.edu.ec/handle/49000/18126