Marketing relacional para la fidelización de los clientes de la empresa Almacenes León en la ciudad de Riobamba

Abstract

The Almacenes León company does not have the implementation of relationship marketing strategies, since it lacks inadequate relationships throughout its history, therefore, it is essential to maintain adequate communication in order to find solutions to build customer loyalty. Therefore, the objective of the research was to propose a relationship marketing plan for customer loyalty of the Almacenes León company in the city of Riobamba. The methodology implemented had a mixed, qualitative-quantitative approach, a non-experimental cross-sectional design was used since the variables were not manipulated and it was developed in a certain time; The population in the study was the clients of the company's portfolio in the development of the research, being essential the application of documentary and field research to obtain information through methods, techniques and instruments, which were a interview with the general manager and a survey applied to clients. Through the information collected, it is prioritized that the company does not have strategies to build customer loyalty, therefore it is essential to develop loyalty strategies according to the needs presented by the customers of the Almacenes León company in order to guarantee and improve the relations. Finally, through this study, it is concluded that the company implements loyalty strategies since it is essential for effective and efficient communication with current and potential customers, obtaining satisfaction and strengthening relationships.