Fidelización del cliente en tiempos de ralentización económica en el negocio de perfiles de aluminio de la empresa disaluminio
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2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Los Perfiles de Aluminio son uno de los materiales de gran demanda en el sector de la construcción, por lo tanto existe una oferta muy competitiva con diversidad de opciones, tanto en medidas, colores y diseños, que hacen que el cliente al momento de decidir, sobretodo en tiempos de ralentización económica, busque precios bajos, inclusive prescindiendo en muchos casos de la calidad. Ante esta situación la compañía DISALUMINIO, distribuidora de estos productos para la Provincia de El Oro, se ha encontrado con la problemática de ¿Cómo fidelizar a sus clientes en tiempos de ralentización de la economía? Y en respuesta a esta interrogante se planteó como parte de la investigación el objetivo general de diseñar un plan de fidelización de clientes, que le permita a la empresa mejorar el nivel de las ventas, y como objetivos específicos se planteó una revisión de los referentes teóricos sobre la fidelización de clientes en el entorno comercial, analizar la situación actual de la empresa y del portafolio de clientes para determinar el modelo del plan de fidelización. La metodología que se usó para desarrollar la investigación fue de enfoque cualitativo. Para obtener información relevante, se utilizó como instrumento de investigación las entrevistas individuales y focus group con los clientes más leales y aquellos que disminuyeron sus compras en la empresa. Una vez realizado el análisis de dichas entrevistas, se obtuvieron los elementos para diseñar el “plan de fidelización”; generando para ello el esquema estructurado del mismo. Como resultado se obtuvo la propuesta, cuya aplicación en los momentos de ralentización económica, logrará consolidar la lealtad de los clientes, mantener la rentabilidad y regresar a DISALUMINIO como primera opción en el mercado de perfiles de aluminio en la Provincia de El Oro.
The aluminum profiles are one of the materials in high demand in the construction sector, therefore there is a very competitive offer with a variety of options, in sizes, colors and designs that make the customer at the time of deciding, especially in times of economic slowdown, look for low prices, including in many cases choosing ones of lower quality. In this situation the company DISALUMINIO distributor of these products for the Province of El Oro, has encountered the following question: How to retain customers in times of economic slowdown? And in response to this question that was raised as part of the investigation, the overall objective is to design a plan of loyalty, which will allow the company to improve the level of sales, and specific objectives were raised, such as the review of the theoretical framework on customer loyalty in the business environment, also analyze the current situation of the company and client portfolio to determine the model of loyalty plan. The methodology used to develop the research was qualitative approach. To obtain relevant information, the research tool that was used was individual interviews and a focus group with the most loyal customers and those who reduced their purchases in the company. Once completed the analysis of these interviews, the elements to design the "loyalty scheme" were obtained; thereby generating a structured scheme for the plan. As a result of the research we obtained the proposal, in which the application at times of economic slowdown was obtained, will strengthen customer loyalty, maintain profitability and return to DISALUMINIO as first choice in the market for aluminum profiles in the Province of El Oro.
The aluminum profiles are one of the materials in high demand in the construction sector, therefore there is a very competitive offer with a variety of options, in sizes, colors and designs that make the customer at the time of deciding, especially in times of economic slowdown, look for low prices, including in many cases choosing ones of lower quality. In this situation the company DISALUMINIO distributor of these products for the Province of El Oro, has encountered the following question: How to retain customers in times of economic slowdown? And in response to this question that was raised as part of the investigation, the overall objective is to design a plan of loyalty, which will allow the company to improve the level of sales, and specific objectives were raised, such as the review of the theoretical framework on customer loyalty in the business environment, also analyze the current situation of the company and client portfolio to determine the model of loyalty plan. The methodology used to develop the research was qualitative approach. To obtain relevant information, the research tool that was used was individual interviews and a focus group with the most loyal customers and those who reduced their purchases in the company. Once completed the analysis of these interviews, the elements to design the "loyalty scheme" were obtained; thereby generating a structured scheme for the plan. As a result of the research we obtained the proposal, in which the application at times of economic slowdown was obtained, will strengthen customer loyalty, maintain profitability and return to DISALUMINIO as first choice in the market for aluminum profiles in the Province of El Oro.
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FIDELIZACIÓN, RALENTIZACIÓN, ECONOMÍA, CLIENTES