Diseño de estrategias de fidelización del cliente para FERCAMPOSA S.A.

Abstract

The main objective of the thesis is to design customer loyalty strategies for FERCAMPOSA SA based on an analysis of the customer's shopping experience. To achieve this, it ended up focusing on a specific variable, which is the shopping experience. This variable is represented by four sub variables: value of goods, variety of products, interaction with staff and complaints management. To carry out this study, two research methods were used: qualitative and quantitative. In which the qualitative method is complemented by interviewing the five loyal customers of the hardware store, and the quantitative method was carried out by surveys to a sample of 372 FERCAMPOSA SA customers in the city of Guayaquil. Consequently, the data collected were analyzed descriptively, identifying that customer mainly value the quality-price ratio of the products, the variety of brands and the kindness and speed of service. Suggestions were made for strategies that include the implementation of a point-of-purchase system, the expansion of payment options, the training of customer service personnel and the establishment of alliances with new suppliers. In order to greatly improve loyalty and in particular satisfaction towards FERCAMPOSA SA, it is therefore important to adapt offers and services to customer expectations as a fundamental tool for loyalty.