Marketing relacional para la fidelización de los clientes del Centro Estético Cannela spa en la ciudad de Riobamba

Abstract

"CANNELA SPA" aesthetic center does not have relationship marketing strategies, negatively affecting customer loyalty; the lack of internal communication makes it difficult to identify their needs and not having a solid plan of exclusive benefits for regular customers, reflects a significant gap in the construction of long-term relationships, therefore, the objective of the research was to design “Strategies of Relationship Marketing to strengthen customer loyalty in CANNELA SPA aesthetic center in Riobamba city.” The methodology implemented had a mixed approach, both qualitative and quantitative, the design used was non-experimental of a cross-sectional type with correlational scope, without manipulation of variables, taking place at a specific time. The population of study was the spa clients. A documentary and field study was also carried out in order to gather the relevant data using techniques and instruments, such as an interview with the Spa manager and a survey applied to the center's clients. A SWOT analysis was also applied to establish internal and external factors. In the results, it was possible to identify that 35% of clients do not agree that the Spa solves their problems quickly, 26% are not satisfied with the service, 55% did not receive any type of personalized communication and the 67% expressed their willingness to recommend the Spa services to their family and friends. It is essential to highlight that the validity of the scientific contribution was supported through the verification of the hypothesis through the analysis of Spearman's Rho. It is concluded that CANNELA SPA aesthetic center lacks relationship marketing strategies, which limits the development of closer relationships with its current and potential clients.