Marketing emocional como herramienta de fidelización de clientes en la comercializadora Ecuacauchos de la ciudad de Riobamba

Abstract

The objective of this work of curricular integration was to develop an emotional marketing as a tool for customer loyalty in the Ecuacauchos (Dreyca brand) in the city of Riobamba, which helps to establish an emotional relationship between the customer and the company, facilitating communication between both parties. Therefore, a methodology based on a mixed approach was applied, with a descriptive-correlational level, its design was non-experimental and the type of study is documentary-field, all this helped to know and understand the current situation of the company, likewise the weaknesses that did not allow it to grow in the market were identified, the research is based on two models that are: Value Star and experiential marketing communication protocol model. A survey was applied to 320 clients of the company and an interview with the manager, which provided quantitative and qualitative data for the development of a proposal based on a true study. Similarly, the eye tracking tool was used with 12 participants to identify the elements that attracted their attention when observing the Dreyca brand advertising. Finally, the proposal was developed where strategies based on emotional marketing were proposed, which will contribute to the development of the company allowing to satisfy the needs of the customers and also to sow in them emotions such as happiness, confidence, as well as to generate unique experiences that strengthen the bonds of friendship between the customer and the brand, making them become loyal buyers for the brand of Dreyca balls of the Ecuacauchos trading company. The whole study helped to prove the hypothesis, reaching the conclusion that emotional marketing does influence customer loyalty.