Estrategias de marketing relacional para clientes empresariales de la Corporación Nacional de Telecomunicaciones E.P Riobamba.

Abstract

At present and with the development of new technologies in the field of Telecommunications the business sector is becomes more and more competitive, the aim of the research was to design Relational Marketing strategies, that allow to decrease the levels of desertion of the business clients of the Corporación Nacional de Telecomunicaciones, public company Riobamba CNT EP. The business area has 600 clients, among which are public companies, private and natural people who make use of the business services of the CNT EP as a complement to its economic activity, a survey was applied to a sample of 235 clients and for the analysis of the information the SPSS and Excel system was used, in addition an interview was conducted to the Provincial Manager, the Commercial Chief and the Commercial Analyst, this information allowed us to know the strengths and weaknesses that the business area is going through. By the application of the chi-square it was possible to check the hypothesis allowing to reject the H0 and accept the H1. Based on the analysis of the information obtained, it was identified that the main causes of desertion are due to the quality of service and costs and benefits that is why strategies based on the marketing mix + service were developed, in order to achieve decreases in dropout rating, which providing effective and immediate solutions which allows to increase customer satisfaction indices and finally establish stable and lasting relationships that last over time. It is important to implement an after-sales service that follows- through and monitors the customer for as long as it remains with the service.