Customer Relationship Management para la empresa Hotel Chimborazo de la ciudad de Riobamba

Abstract

The present study called Customer Relationship Management for the company Chimborazo Hotel located in Riobamba city, aims to establish strategies to reinforce the loyalty of its current customers. To develop this research, the analysis of the current situation of the company was carried out through the elaboration of tools such as SWOT, which allowed to determine internal and external factors that affect the growth and development of the company. In addition, surveys were conducted among current clients to determine their satisfaction related to the service offered by Chimborazo Hotel. A questionnaire was also applied to internal clients to find out if CRM strategies had been applied. Through the implemented tools, it was possible to determine existing deficiencies in the company such as the absence of an updated database system to provide essential information about its clients, the lack of a CRM software to handle all the information and the lack of strategies to retain current customers. The proposal is made up of 9 strategies focused on CRM tools, such as fragmentation, experiences and the quality of service. It is recommended to apply this proposal by taking into account the most important variables considered by a client in order to be loyal to a particular service.