Estrategias de Marketing Personalizado en el comportamiento del consumidor de la agencia de viajes. Caso: Obelix Travel
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2022-04
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
Este trabajo de titulación busca reforzar la fidelización de los clientes de la agencia de viajes “Obelix Travel”, la cual se vio afectada por la situación de la pandemia, mediante la implementación de estrategias de Marketing Personalizado. El objetivo de este estudio es identificar los factores que influyen en el comportamiento del consumidor al momento de adquirir un servicio. Esta investigación se realizó a través de encuestas, utilizándose un cuestionario en Google Forms, dirigido a los adultos mayores que se encuentran en la cartera de clientes y base de datos de la agencia, quienes representan su público objetivo; del mismo modo, se realizaron entrevistas a especialistas del Marketing para comprender la importancia del Marketing personalizado y a la propietaria para entender la situación actual del negocio. Con base a la investigación se presentó una propuesta, en la cual se incluye el diseño de recordatorios y recomendaciones a través de mensajes personalizados por WhatsApp, luego de eso, finalmente se concreta el estudio con conclusiones y recomendaciones para la agencia de viajes.
This degree work seeks to strengthen customer loyalty of the “Obelix Travel” travel agency, which was affected by the pandemic situation, through the implementation of One to one Marketing strategies. The objective of this study is to identify the factors that influence consumer behavior at the time of purchasing a service. This research was conducted through surveys, using a questionnaire in Google Forms, aimed to older people who are in the client portfolio and database of the agency, who represent its target audience; likewise, interviews were conducted with marketing specialists to understand the importance of one to one marketing and the owner of the travel agency to understand the current situation of the business. Based on the research, a proposal was presented, which includes the design of reminders and recommendations through personalized messages via WhatsApp, after that, the study is sum up with conclusions and recommendations for the travel agency.
This degree work seeks to strengthen customer loyalty of the “Obelix Travel” travel agency, which was affected by the pandemic situation, through the implementation of One to one Marketing strategies. The objective of this study is to identify the factors that influence consumer behavior at the time of purchasing a service. This research was conducted through surveys, using a questionnaire in Google Forms, aimed to older people who are in the client portfolio and database of the agency, who represent its target audience; likewise, interviews were conducted with marketing specialists to understand the importance of one to one marketing and the owner of the travel agency to understand the current situation of the business. Based on the research, a proposal was presented, which includes the design of reminders and recommendations through personalized messages via WhatsApp, after that, the study is sum up with conclusions and recommendations for the travel agency.
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MARKETING PERSONALIZADO, COMPORTAMIENTO DEL CONSUMIDOR, SERVICIO AL CLIENTE, AGENCIA DE VIAJES
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