Análisis del servicio al cliente como estrategia de fidelización para una empresa dedicada a insumos de belleza en la ciudad de Guayaquil
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación tiene por objetivo el de analizar los factores relacionados al
servicio al cliente en la estrategia de fidelización del cliente de una empresa dedicada a
insumos de belleza en la ciudad de Guayaquil, para lo que se utilizó una encuesta a un
grupo de consumidores de productos de belleza para conocer su percepción y criterio al
respecto de varias dimensiones como son el producto, precio, higiene e infraestructura,
servicio al cliente, los que concluyeron en que la principal estrategia utilizada es la
innovación del producto, haciendo uso de las redes sociales o medios de comunicación
que ayuden a viralizar las tendencias de moda lanzadas alrededor del mundo para que
haya una adopción rápidamente en el país, esto ocasiona que los clientes se mantengan a
la vanguardia de las tendencias en productos, técnicas de belleza y prefieran el producto
sin importar la marca o el precio, y dado que las vitrinas de exhibición son un elemento
potente que influye directamente en el servicio al cliente, se sugiere mantener la imagen
de la marca y el producto incluso en las butacas y accesorios utilizados para realizar las
técnicas de belleza según lo que requiera el cliente. Es decir, si el tinte es de marca X, la
capa cobertora que se utiliza debería tener la misma marca X, así evitan falsa publicidad
o publicidad engañosa al momento de exhibir una técnica de aplicación.
The objective of this research is to analyze the factors related to customer service in the customer loyalty strategy of a company dedicated to beauty supplies in the city of Guayaquil, for which a survey was applied to a group of consumers of beauty products to know their perception and criteria on several dimensions such as product, price, hygiene and infrastructure, customer service, which concluded that the main strategy used is product innovation, making use of social networks or means of communication that help to viralize the fashion trends launched around the world so that there is an adoption quickly in the country, this causes that the clients stay at the forefront of the trends in products, beauty techniques and prefer the product without import the brand or the price, and since the showcases are a powerful element that influences dir In the customer service, it is suggested to maintain the image of the brand and the product even in the seats and accessories used to perform the beauty techniques according to what the client requires. That is, if the dye is an X mark, the cover layer that is used should have the same X mark, thus avoiding false advertising or misleading advertising when displaying an application technique.
The objective of this research is to analyze the factors related to customer service in the customer loyalty strategy of a company dedicated to beauty supplies in the city of Guayaquil, for which a survey was applied to a group of consumers of beauty products to know their perception and criteria on several dimensions such as product, price, hygiene and infrastructure, customer service, which concluded that the main strategy used is product innovation, making use of social networks or means of communication that help to viralize the fashion trends launched around the world so that there is an adoption quickly in the country, this causes that the clients stay at the forefront of the trends in products, beauty techniques and prefer the product without import the brand or the price, and since the showcases are a powerful element that influences dir In the customer service, it is suggested to maintain the image of the brand and the product even in the seats and accessories used to perform the beauty techniques according to what the client requires. That is, if the dye is an X mark, the cover layer that is used should have the same X mark, thus avoiding false advertising or misleading advertising when displaying an application technique.
Descripción
Palabras clave
BELLEZA, FIDELIZACIÓN, MARKETING, INCIDENCIA PRECIO