Marketing relacional para fidelizar a los clientes de almacenes orve hogar en la Ciudad de Riobamba

Abstract

The objective of the study was to propose relationship marketing strategies to improve customer loyalty of Almacenes Orve Hogar in Riobamba city, given the gradual decrease in the number of frequent customers that the company faces. Using a mixed approach, a field and a documentary research was carried out through surveys of a sample of 242 customers and direct observation, revealing that the customer base has a low purchasing frequency. The findings highlight the importance that customers place on service personalization and the need to implement more analytical and personalized loyalty strategies. Among the proposed strategies are: a loyalty program with progressive benefits and exclusive incentives for frequent customers; apply relationship marketing based on the analysis of behavioral patterns and individual preferences; focus on preferred digital channels such as social networks, email marketing and point-of-sale advertising; and create an exclusive digital community for frequent customers, fostering emotional ties, active participation and positive word of mouth. The research concludes that the relationship marketing approach can effectively contribute to improving the customer loyalty of Almacenes Orve Hogar, provided that strategies are implemented based on a deep knowledge of customers and the creation of lasting relationships through positive experiences.