Diseño de un modelo de gestión comercial para fidelizar los clientes actuales y potenciales de Supermercado “CAMARI” de la ciudad de Riobamba, provincia de Chimborazo, 2013

Abstract

The present research was developed for doing a model of commercial management for that the supermarket “CAMARI” trust to its potential and real customers, and can front the changes of a highly competitive market to stay in the same and achieve a best positioning. The supermarket has a few loyalty customers, according to data giving for its manager, this constituted the starting point for the research whose mode was qualitative and quantitative, and in which were used the analytical, inductive, synthetic, deductive, systematic, empirical methods. In the theoretical framework were described three management models like base for creating its own model that was adjusted to the needs of the supermarket. For the obtaining of the information was realized two marketing research to actual and potential customers which the results show that 22,39% of people surveyed valued at acquiring products in a supermarket are the quality, variety of product and the good attention; the 71,64% said that they know the “CAMARI” supermarket and the 98,51% of surveyed customers would buy again in this establishment. These data were taken into consideration for the analysis of the current situation of the business. The propositive framework, is presented like a management design which include a communication between the organization, suppliers, customers and external public, an excellent service, activities oriented to customers, diverse politics and commercial strategies, and add a methodology for realizing the analysis of the customers satisfaction. Finally, are considerate the conclusions and recommendations more relevant of the research.