Estrategias de Marketing virtual y CRM para mejorar el servicio al cliente en las principales papelerías de la zona centro en la ciudad de Riobamba

Abstract

This research work called "Virtual Marketing Strategies and CRM to improve customer service in major stationery stores, in the downtown area of the Riobamba city”, It is focused on providing new guidelines on the use of internet and advertising tools, designed to provide customers with a better service. To achieve this objective a study of the stationer was conducted on the use of virtual marketing and CRM (CUSTOMER RELATIONSHIP MANAGEMENT) strategies, In addition to a survey to the people located in the downtown of the city, where preferences are established for the use of internet advertising. Thank to these tools, it was became known little or no use of strategies by the stationeries, and the favoritism of customers toward the digital media. Based on the results of these studies, a proposal which involves the creation of a web page and social networking profiles set, for improving customer service, at the same time, a new way to make targeted advertising to new generations. It is recommended to take into account these results and implement the proposal of creating web pages with different profiles in the digital realm, which will allow a better development of the business.