Ventaja competitiva y marketing relacional para la fidelización de clientes del canal FOOD SERVICES de la empresa ALPINA S.A en la ciudad de Guayaquil
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Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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La presente investigación “Ventaja competitiva y marketing relacional para la fidelización de clientes del canal Food Services de la empresa Alpina S.A en la ciudad de Guayaquil” tiene como punto de partida el desarrollo de competitividad e importancia de un enfoque de marketing relacional que permitan establecer un mejor relacionamiento comercial para obtener clientes más fidelizados hacia la marca. La empresa Alpina S.A, quien se dedica a la producción y comercialización de diferentes productos lácteo-alimenticios como: quesos frescos, quesos semimaduros, grasas, yogures y postres, durante 21 años en el sector gastronómico, ha logrado posicionarse dentro y fuera del país, satisfaciendo distintas necesidades de los clientes, por lo tanto es indispensable tomar acciones estratégicas para mantener y mejorar la relación a largo plazo con el cliente. El presente trabajo se ha enfocado en realizar un estudio sobre el marketing relacional y la satisfacción al cliente donde cabe recalcar, que para todo negocio el objetivo principal radica en mantener buenas relaciones con los clientes, satisfaciendo sus necesidades para luego obtener del cliente lealtad hacia la empresa Los resultados que se obtuvieron en la investigación mediante la encuesta y la entrevista realizada al gerente comercial evidencian la necesidad de la aplicación de un programa de estrategias de fidelización que beneficie a la empresa en la recuperación de clientes perdidos, retención de los mismos y captación de clientes potenciales El presente estudio se llevó a cabo a través de una investigación de alcance exploratorio-descriptivo, los métodos empleados fueron de nivel teórico y nivel empírico, utilizando la técnica de muestreo probabilístico aleatorio-simple; el procesamiento de los datos estadísticos se hizo con la utilización del programa Excel. Se concluye que un diseño de estrategia de marketing relacional a través de un programa de fidelización de clientes llevara a la empresa a desarrollar una ventaja competitiva y fidelización de sus clientes.
This research "Competitive Advantage and relationship marketing for customer loyalty on the Food Services of the Alpina company SA in the city of Guayaquil" has as its starting point the development of competitiveness and importance of an approach to relationship marketing to establishing a better trade relations for more customers loyal to the brand. The Alpina SA, who is dedicated to the production and marketing of various dairy-food products such as fresh cheeses, semi-ripe cheeses, fats, yoghurts and desserts for 21 years in the restaurant industry, has positioned both inside and outside the country, meet different customer needs, therefore it is essential to make strategic to maintain and improve long-term relationship with the customer actions. This work has focused on a study on the relationship marketing and customer satisfaction where it should be emphasized that for any business the main objective is to maintain good relations with customers, meeting their needs and then obtain customer loyalty company results obtained in research by survey and interview commercial manager show the need for the implementation of a program of loyalty strategies that will benefit the company in the recovery of lost customers, retaining them and attracting potential customers this study was conducted through a descriptive research exploratory¬ scope, methods used were of theoretical and empirical level, using the technique of random-simple probabilistic sampling; processing of statistical data was made with the use of the Excel program. It is concluded that a design of relational marketing strategy through a customer loyalty program take the company to develop a competitive advantage and customer loyalty.
This research "Competitive Advantage and relationship marketing for customer loyalty on the Food Services of the Alpina company SA in the city of Guayaquil" has as its starting point the development of competitiveness and importance of an approach to relationship marketing to establishing a better trade relations for more customers loyal to the brand. The Alpina SA, who is dedicated to the production and marketing of various dairy-food products such as fresh cheeses, semi-ripe cheeses, fats, yoghurts and desserts for 21 years in the restaurant industry, has positioned both inside and outside the country, meet different customer needs, therefore it is essential to make strategic to maintain and improve long-term relationship with the customer actions. This work has focused on a study on the relationship marketing and customer satisfaction where it should be emphasized that for any business the main objective is to maintain good relations with customers, meeting their needs and then obtain customer loyalty company results obtained in research by survey and interview commercial manager show the need for the implementation of a program of loyalty strategies that will benefit the company in the recovery of lost customers, retaining them and attracting potential customers this study was conducted through a descriptive research exploratory¬ scope, methods used were of theoretical and empirical level, using the technique of random-simple probabilistic sampling; processing of statistical data was made with the use of the Excel program. It is concluded that a design of relational marketing strategy through a customer loyalty program take the company to develop a competitive advantage and customer loyalty.
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MARKETING RELACIONAL, VENTAJA COMPETITIVA, CANALES DE DISTRIBUCIÓN, FIDELIZACIÓN DE CLIENTES, ESTRATEGIA