Propuesta de comunicación integral para impulsar la fidelización con el cliente interno y externo de la Empresa Nacional de Transportes, Servicio y Comercio Cía. Ltda. (NATRANSCOM CÍA LTDA.), en el año 2018.

Abstract

The objetive of this research is to create a Proposal of Integral Communication in National of Transport, Services and Commerce Cía. Ltda., In order to retain both internal and external customers loyalty. For the information gathering stage, exploploratory study was the type of study used to fully understand the current situation of the employees as well as the clients. An analysis of the strengths, weaknesses, opportunities and threats of the company was made through the development and application of the SWOT matrix. The survey application was also carried out, reflecting that the company NATRANSCOM Cía. Ltda., does not have an adequate system of communication with its workers, specifically 83.6% declares it, as well as it has an adequate communication system for clients, as revealed by 85.7% of them. For the elaboration of the proposal, various used at present, the most relevant strategies for the internal client are: strengthening of the internal communication media, use of new communication actions, generate interest and empowerment in the collaborator, incentive plan for collaborators. In the strategies of the external client are: renewal of corporate image, presence in digitalmedia, strengthening of customer loyalty, contact with after-sales customers. The company NATRANSCOM has the possibility to implement the integral communication proposal made. In the same way it has the faculty to make the relevant and necessary changes if they are required; all this is based on obvious reasons in the philosophy and policies with wich the company is managed.