Factores determinantes del nivel de fidelización de clientes Sweet and Coffee.

Abstract

In this research, we measure the factors that influence the loyalty of Sweet and Coffee customers in the city of Guayaquil. For this approach, we had 4 key objectives: Evaluate the perception of the quality of products and service, measure the degree of customer satisfaction and loyalty, analyze the emotional connection of customers towards the brand compared to other brands, and the most relevant we could obtain between the 3 objectives. The research questions were asked based on the questions, and we used the SERVQUAL, ACSI, Net Promoter Score, Net Emotional Value, and psychographic domains models to deeply analyze what customers feel, and value more when consuming at Sweet and Coffee, including the preference they have for the business over other brands. Quantitative statistics were used, measured through a survey on Google forms of 35 questions with a sample of 419 consumers who responded to the survey. The programs used to perform the measurement were SPSS software, and Excel. Our research showed that the factors of product quality, employee service, marketing, and the image that the company gives, are key points that all consumers consider, they must improve what is the empathy on the part of employees towards customers, despite that, customers if they remain loyal to the brand, and they would recommend it to friends or family, since it generates emotions of happiness, love, also frustration or anger, but they are emotions that can be discussed with customers segmented in objective 4. To conclude, the present research revealed what aspects the company needs to improve, but we see that favorable results were presented, and customers have felt satisfied with the brand, and that is why they maintain loyalty with the brand, so it makes them feel the happiness it generates for them.