Identificación de los factores controlables de comercialización, determinantes de la fidelización de los clientes en el Gremio de Sastres "San José de Poaló" en el cantón Latacunga.
In this research, the controllable factors of commercialization that determine customer loyalty were identified, currently, taking account the companies do not perform loyalty programs that contributes to the clients permanence in them, causing decrease in the sales level. The lack of customer loyal...
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| Format: | bachelorThesis |
| Jezik: | spa |
| Izdano: |
2018
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| Online pristup: | http://repositorio.utc.edu.ec/handle/27000/4485 |
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Dodaj oznaku | Sažetak: | In this research, the controllable factors of commercialization that determine customer loyalty were identified, currently, taking account the companies do not perform loyalty programs that contributes to the clients permanence in them, causing decrease in the sales level. The lack of customer loyalty has hampered success in companies; the research principal objective was to know the determinant commercialization factors in customer loyalty in "San José de Poaló" tailors’ union, through the theoretical foundation development of the variables that interview in this research theme. Establishing techniques and instruments were also considered as an important part for this research development, the necessary information from population under study, the research methodologies such as the quantitative approach that allowed us to collect and analyze data, by the survey technique application, using the questionnaire as the instrument were applied to real and potential clients. The information sources were used too in this research were primary and secondary, as well as descriptive research was applied, which allowed describing the research problem that intervenes in this research. Based on obtained results through the surveys application, an analysis of results was carried out with the purpose of describing possible loyalty strategies for the "San José de Poaló" tailors ‘union, among which have to offer discounts, free advice, promotions , create a virtual store that contains a garment catalog, implement a complaints and recommendations mailbox, create a page in social networks; which will capture, retain and attract real and potential customers; contributing to the problem solution of this research. |
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