Propuesta de estrategias para la administración de la relación con el cliente en la Comercializadora AMBAPLASS, cantón Ambato

Abstract

The present research work called "Proposal of strategies for the administration of the customer relationship in the commercializing company AMBAPLASS, cantón Ambato", is focused on solving the deficient process of customer loyalty through relational marketing. To achieve this, a market study was carried out where the current management situation of the customer was analyzed, by means of a survey applied to current customers to know their criteria regarding different factors that affect the relationship with the organization and determine efficient communication tools. In an internal analysis it was possible to determine that the main weaknesses of the organization lie in the little or no presence in virtual media, in addition to not using CRM and digital marketing strategies that allow it to have good communication through different means. Based on the information obtained, the proposal was established, which consists in the design of strategies aimed at improving the relationship with the customer, customer loyalty and digital marketing, which contain tactics and specific actions to give an effective solution to the current problem. It is recommended that the institution adopt the proposal issued in this paper, since it will contribute to the positioning of the market and therefore to the fulfillment of the objectives of the organization.