Strategiasde marketing relacional para la fidelización de los clientes de la empresa fertisa
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2020
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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1ResumenLa competencia intensa y las variables en constante cambio en entornos macro y micro obligan a los puertos a reinventarse y buscar formas de obtener una ventaja competitiva. Una forma de hacerlo es obtener y retener clientes leales creando vínculos sólidosy satisfacción del cliente. Este estudio examinó el marketing relacional como una herramienta para desarrollar y mantener relaciones en una empresa portuaria. El objetivo derealizar unao variasestrategiasde marketing relacional en la industria portuaria, específicamente ayudaa medirlos efectos en los indicadores de desempeño de la relación con el cliente. Los hallazgos indican que los puertos pueden lograr impactos positivos en la lealtad, satisfacción y promoción dela comunicación hacia los clientes mediante el uso de servicios administrativos,operativos yestructurales.
Intense competition andever-changing variables in macro and micro environments force ports to reinvent themselves and seek ways to gain a competitive advantage. One way to do this is to gain and retain loyal customers by creating strong relationships and customer satisfaction. This study examined relationship marketing as a tool for developing and maintaining relationships in a port company.The objective of carrying out one or more relationship marketing strategies in the port industry, specifically helps to measure the effectson the performance indicators of the relationship with the client. The findings indicate that ports can achieve positive impacts on 2customer loyalty, satisfaction, and communication promotion through the use of administrative, operational, and structural services.
Intense competition andever-changing variables in macro and micro environments force ports to reinvent themselves and seek ways to gain a competitive advantage. One way to do this is to gain and retain loyal customers by creating strong relationships and customer satisfaction. This study examined relationship marketing as a tool for developing and maintaining relationships in a port company.The objective of carrying out one or more relationship marketing strategies in the port industry, specifically helps to measure the effectson the performance indicators of the relationship with the client. The findings indicate that ports can achieve positive impacts on 2customer loyalty, satisfaction, and communication promotion through the use of administrative, operational, and structural services.
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LA COMERCIALIZACIÓN DEL PUERTO, MARKETING RELACIONAL, LA RELACIÓN PUERTO, CLIENTE