Diseño de estrategias de marketing relacional para los clientes de la agencia digital Avilés de la ciudad de Guayaquil
No hay miniatura disponible
Fecha
2018
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El Marketing Relacional es la propuesta para las empresas que quieren lograr factores
diferenciadores frente a la competencia, fuera del marco de lo que representa la
servucción y la producción. Siendo gestionados de la manera adecuada tales factores
pasan a convertirse en ventajas diferenciadoras y tratándose de PYMEs es más
necesario desarrollarlas por estar construyéndose aun su identidad de marca, limitarse a
un menor volumen de demanda y generalmente con poca capacidad de diversificación.
Cuando la empresa cuenta con ventajas diferenciadoras aportan valor a sus productos
consiguiendo que la perspectiva del cliente con respecto al proveedor del servicio
cambie, otorgando además un nivel óptimo de satisfacción en el cliente, lo que conlleva
a que se genera un vínculo de confianza que permite mantener una relación a largo
plazo entre ambas partes beneficiando a todos los involucrados. Las variables:
Satisfacción de cliente, valor del cliente, fidelización son propias de la mercadotecnia
relacional y el presente proyecto se encargará de aplicarlos para orientar resultados en
beneficio de la Agencia Digital Avilés, logrando con esto una preferencia constante por
parte de sus clientes.
Relationship marketing is the proposal for companies that want to get differentiating factors, outside of the idea to making services or manufacturing products. If it is properly managed, these factors become differentiating advantages and in the case of small and medium size enterprises it is more necessary to develop them to be building their own brand identity, limited to a smaller volume of demand and generally with little capacity for diversification. When the company has differentiating advantages they add value to their products, getting the client's perspective change respect to service provider, also providing an optimal level of customer satisfaction, it leads to the creation of a trustworthy bond that lets keep a relationship to a long-term between both parts, benefiting everyone involved. The variables: Customer satisfaction, customer value, loyalty are typical of relational marketing and the present project will be responsible for applying them to guide results for the benefit of Agencia Digital Avilés, achieving with this a constant preference by their customers.
Relationship marketing is the proposal for companies that want to get differentiating factors, outside of the idea to making services or manufacturing products. If it is properly managed, these factors become differentiating advantages and in the case of small and medium size enterprises it is more necessary to develop them to be building their own brand identity, limited to a smaller volume of demand and generally with little capacity for diversification. When the company has differentiating advantages they add value to their products, getting the client's perspective change respect to service provider, also providing an optimal level of customer satisfaction, it leads to the creation of a trustworthy bond that lets keep a relationship to a long-term between both parts, benefiting everyone involved. The variables: Customer satisfaction, customer value, loyalty are typical of relational marketing and the present project will be responsible for applying them to guide results for the benefit of Agencia Digital Avilés, achieving with this a constant preference by their customers.
Descripción
Palabras clave
MARKETING RELACIONAL, FIDELIZACIÓN, VALOR DEL CLIENTE, AGENCIA DIGITAL