Estudio del consumidor para el desarrollo de estrategias de fidelización de barberías en la ciudad de Guayaquil.
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Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El tema a tratar en esta investigación tiene como objetivo principal el estudiar el comportamiento del consumidor ante la elección de un servicio de barbería y esto debido a que en los últimos años existe un crecimiento en el mercado de la barbería en el sector de Urdesa y obtener y retener a los clientes se ha vuelto un tema importante a tratar. Por lo que, se ha llegado a la conclusión que para poder brindar un servicio eficaz a los clientes se puede crear estrategias de fidelización mediante el análisis de los frenos y motivaciones que puede presentar una persona al momento de obtener un servicio. Estas estrategias son creadas con el objetivo de que sean socializadas con el mercado y que se estandaricen para que los negocios del sector puedan crear valor y recibir valor de los mismos.
The main objective of the topic to be addressed in this research is to study consumer behavior when choosing a barbershop service and this is due to the fact that in recent years there has been growth in the barbershop market in the Urdesa sector, for what to get and retain customers has become an important issue to discuss. The strategies in this research are created with the aim of being socialized with the market and standardized so that businesses in the sector can create value and receive value from consumers. Therefore, it has been concluded that in order to provide an effective service to customers, loyalty strategies can be created by analyzing the obstacles and motivations that a person can present when obtaining a service.
The main objective of the topic to be addressed in this research is to study consumer behavior when choosing a barbershop service and this is due to the fact that in recent years there has been growth in the barbershop market in the Urdesa sector, for what to get and retain customers has become an important issue to discuss. The strategies in this research are created with the aim of being socialized with the market and standardized so that businesses in the sector can create value and receive value from consumers. Therefore, it has been concluded that in order to provide an effective service to customers, loyalty strategies can be created by analyzing the obstacles and motivations that a person can present when obtaining a service.
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MARKETING, CONSUMIDOR, FIDELIZACIÓN, BARBERÍA
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