Plan de marketing relacional para los clientes de Mero Multiservicios en la ciudad de Guayaquil.

Abstract

This paper is committed to a relational marketing plan for Mero Multiservicios customers, a company located at Prosperina; whose main activity is to provide car washing service, oil and filters change, sale of car accesories, among others. COVID-19 and strong competition in the market, added to the little differentiation that exists among specialized centers for vehicle maintenance, results in a high level of desertion of users from these services, which poses a major challenge for the owners. For this reason, in response to the problem, the development of a loyalty plan is proposed; whose main objective is to increase sales by 2021 with respect to the average monthly income for 2020. Through the recovery of lost income, caused by the confinement declared between march and may of the same year, and attracting new customers through referral plan. The implementation of the proposed relationship marketing plan is intended to be carried out from the second quarter of 2021, and its execution aims to gradually increase sales, which at the end of the year of its implementation will represent an average monthly increase of 18,6% with respect to the average monthly income of 2020.