Estrategias de fidelización de la empresa Rio Book ciudad de Riobamba como clave principal del área de marketing, período enero - diciembre de 2016.

Abstract

The present research address loyalty strategies of Rio Book Company from Riobamba city, like principal key of Marketing area, from January to December 2016, devoted to the commercialization of technical Works in different educational areas, whose aim is to create and keep regular clients. Through a field research, the current situation of company is analyzed, its market position and its principal competitors. SI The proposal presents the different loyalty strategies, like the prices establishment, in order to compete in the market, the sales will help to attract new clients, client service and sales service are of great importance in the buying experience because they will allow before, during and after, satisfaction to the client but above all show the difference of the competence. Regarding of human talent the hiring personal is recommended according to the job profile, to apply the outlined strategies for creating and keeping the current clients, thus to fulfil with the economic objectives of the company, to create a data de base or CRM for that the company provides a personalized service and to implement a post- selling service because it is a way to generate loyalty to the company.