Diseño de las estrategias de marketing relacional orientadas a los clientes de la empresa Bahicentro Sport de la Ciudad de Guayaquil
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2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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Este estudio desarrollado como un análisis de satisfacción de los clientes de la empresa Bahicentro Sport tuvo como fin diseñar estrategias de marketing relacional para fidelizar a los clientes de la empresa. Bahicentro Sport es una empresa familiar dedicada a comercializar calzado nacional e importado, al por mayor y menor. Cuenta con una trayectoria de 32 años. Ubicada en la zona comercial más concurrente de Guayaquil en las calles Pichincha 902 y Colón. El objetivo de esta investigación es el de diseñar estrategias de marketing relacional para la fidelización de los clientes de la empresa Bahicentro Sport a través de las cuales se puedan mantener relaciones a largo plazo entre cliente-empresa. Este proyecto nace como un aporte de los autores hacia el propietario de la empresa debido a los bajos esfuerzos que se han realizado para satisfacer las necesidades del cliente y así obtener preferencia ante la competencia. El método de recolección de datos empleado fueron las encuestas, las cuales permitieron conocer la frecuencia, necesidades y experiencias de compras de los clientes al momento de adquirir un calzado en la empresa. Para el presente estudio, se delimito a las personas a las que se realizó la investigación, en este caso alcanzaron los 16.718 clientes, los cuales se encuentran en la base de datos de facturación de la empresa de los que se estimaron que hicieron una compra en los últimos tres años. En el que se sustenta un total de 376 personas, muestra resultante de la población. Los datos obtenidos de la empresa permitieron evidenciar que la hipótesis de la investigación es verdadera, por lo que se diseñaron 5 estrategias enfocadas en la fidelización del cliente: Software CRM, rediseño de la marca de la empresa, incentivo para los clientes, remodelación del punto de venta e interacción frecuente con los clientes. La inversión necesaria para la propuesta es de $ 8,234.
This study was developed as an analysis of customer satisfaction of the company. Bahicentro Sport aimed at relational marketing strategies to build loyalty to the company's customers. Bahicentro Sport is a family company dedicated to marketing domestic and imported footwear, wholesale and retail. It has a history of 32 years. Located in the most concurrent commercial area of Guayaquil in the streets Pichincha 902 and Colón. The objective of this research is the development of relational marketing strategies for the loyalty of the company's clients. Sport Bahicentro through companies that can maintain long-term relationships between customers and companies. This project was made as an ally of the authors for the owner of the company due to the low efforts that have been made to meet the needs of the client and thus obtain the preference over the competition. The method of data collection employees received the surveys, which allowed to know the frequency, needs and experiences of customer purchases at the time of acquiring footwear in the company. For the present study, the persons to whom the research was conducted were delimited, in this case they reached 16,718 clients, which were found in the company's billing database from those who were estimated to have made a purchase in the last three years. In which you can join a total of 376 people, sample resulting from the population. The data obtained from the company made it possible to demonstrate that the research hypothesis is true, so that 5 strategies focused on customer loyalty were designed: CRM software, redesign of the company's brand, incentive for customers, remodeling of the point of sale and frequent impact with customers. The investment required for a proposal of $ 8,234.
This study was developed as an analysis of customer satisfaction of the company. Bahicentro Sport aimed at relational marketing strategies to build loyalty to the company's customers. Bahicentro Sport is a family company dedicated to marketing domestic and imported footwear, wholesale and retail. It has a history of 32 years. Located in the most concurrent commercial area of Guayaquil in the streets Pichincha 902 and Colón. The objective of this research is the development of relational marketing strategies for the loyalty of the company's clients. Sport Bahicentro through companies that can maintain long-term relationships between customers and companies. This project was made as an ally of the authors for the owner of the company due to the low efforts that have been made to meet the needs of the client and thus obtain the preference over the competition. The method of data collection employees received the surveys, which allowed to know the frequency, needs and experiences of customer purchases at the time of acquiring footwear in the company. For the present study, the persons to whom the research was conducted were delimited, in this case they reached 16,718 clients, which were found in the company's billing database from those who were estimated to have made a purchase in the last three years. In which you can join a total of 376 people, sample resulting from the population. The data obtained from the company made it possible to demonstrate that the research hypothesis is true, so that 5 strategies focused on customer loyalty were designed: CRM software, redesign of the company's brand, incentive for customers, remodeling of the point of sale and frequent impact with customers. The investment required for a proposal of $ 8,234.
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CLIENTES, DISEÑO, ESTRATEGIAS, FIDELIZACIÓN