Customer relationship management para mejorar el servicio al cliente en la asociación de producción artesanal Arteka Asoproarteka en la parroquia cacha del cantón Riobamba

Abstract

The objective of this research work was the design of Customer Relationship Management strategies to improve customer service in the ASOCIACIÓN DE PRODUCCION ARTESANAL ARTEKA ASOPROARTEKA in the Cacha parish of the Riobamba canton. A methodology with a qualitative and quantitative approach was applied, a descriptive and exploratory level of research that helped to know in-depth the real situations that the company is going through, also used techniques and research tools that helped to formulate an interview with the manager where it was detected that currently does not have formal CRM strategies that allow a close relationship with the customer. Also, a survey directed to current customers where a sample of 278 people was taken, resulting in a rating of Regular on the Likert scale in the physical elements at the point of sale, means of communication, customer service, benefits and incentives, and a rating of very good in terms of the product and its elements, being these susceptible to improvement. In addition, a SWOT diagnosis was carried out to determine the internal and external variables that currently affect the association, and according to this, it was possible to propose a CRM strategy based on the two dimensions of customer service: Form and substance Based on the inquiry have been determined effective solutions to improve customer service consequently generate a close link with customers that promote loyalty, therefore, it is recommended the implementation of strategies according to the specifications to improve profitability and achieve the achievement of the objectives.