Customer Relationship Management para la fidelización de los clientes de la Microempresa “Servicio Automotriz Martínez” del cantón Chillanes provincia de Bolívar

Abstract

The present study entitled Customer Relationship Management to encourage customer loyalty in a small business cap called "Servicio Automotriz Martínez" located in Chillanes, province of Bolívar, aims to develop strategies to retain its service users. The research was developed based on a qualitative and quantitative approach that allowed the correct analysis of the information collected through the application of the SWOT diagnostic plan, EI, BGC to determine the current status of the company, an interview conducted to the manager, an observation sheet that was applied to the staff and a market research that was addressed to the service users. The results obtained determined that this microenterprise shows several deficiencies in the management of itscorporate brand, a lack of an adequate infrastructure for the customers. The company also lacks a protocol to strengthen the relationship with its clients. For this reason, the implementation of the Customer Relationship Model Management is proposed to support marketing strategies and start solving communication problems with the company's internal and external customers in order to achieve the needs and demands of its users. It is recommended a periodic updating customer data system.