Incidencia de la estrategia de fidelización en el desempeño de las empresas comercializadoras de electrodomésticos en Guayaquil. Caso de estudio : Comandato.

Abstract

Relational marketing allows brands to get closer to their customers and it helps to create loyalty through their techniques, in this sense long-term ties are created with the buyer and the company. Although consumer trends change constantly, companies must be able to satisfy their customers. For the moment it is essential that the client is part of the brand, that is why in the following article a case study is developed for the appliance company Comandato, the same that through the benefits club expects to retain its customers and creates profit. The purpose of the research is to analyze the effect of the loyalty and marketing strategies on the performance of the Comandato organization in order to design a loyalty proposal for the client. Thus, the methodological design is based on non-experimental and descriptive research since, from the collection of data through scientific articles, it achieves the main objective of the study. It was also necessary to survey 383 customers of Comandato where it was found that those clients who are affiliated with the Comandato club have a positive response to the loyalty strategies created by the institution.