Análisis del impacto de los efectos de la demanda estacional en la implementación de estrategias de fidelización de los micro negocios.

Abstract

In 2014, around 844,999 small and medium-sized companies that belonged to the business sector presented several problems that affected their performance and obliged owners to take measures to mitigate the negative impacts of such eventualities. One of the factors that limited the performance of the organizations was the seasonal demand, which forced the companies to raise loyalty strategies for their right operation. Within the analysis, restaurants located outside the UCSG and the University of Guayaquil were used. 386 surveys and three interviews to the owners of the establishments were conducted to determine consumer loyalty. The design of the research was non experimental - transversal with a descriptive approach. The results obtained showed that during institutional holidays, consumers do not return to purchase such products, because they can find them near their homes. The Social Exchange theory was applied to measure the relationship between the consumer and the establishments, allowing to obtain a costbenefit analysis in the acquisition of a product. According to the results, the hypothesis is rejected since seasonal demand had no effect on the design of loyalty strategies.