Análisis de las estrategias de marketing relacional para empresas navieras en la ciudad de Guayaquil.

Abstract

The overall objective of this research is to analyze the relationship marketing strategies of shipping companies in the city of Guayaquil. The methodology employed was exploratory and descriptive, using a mixed-methods approach: in-depth interviews were conducted with representatives of the shipping sector, and a multiple-choice survey with a Likert scale was administered to exporting companies. The probabilistic sample consisted of 250 exporting companies from various economic sectors, all located in Guayaquil, a city with 716 entities. Interviews were conducted with three professionals from leading shipping companies in the country. The results revealed that, for exporting companies, aspects such as communication, fulfilling promises, and operational efficiency are highly relevant when evaluating shipping services. The study also established a preference for shipping companies such as Hapag-Lloyd, Mediterranean Shipping Company (MSC), and Maersk due to their specialization in their respective economic sectors and the length of their business relationships. From a customer perspective, companies want shipping companies that provide specialized service, conduct after-sales follow-up, and effectively resolve their questions or problems, as these factors strengthen long-term relationships. Ultimately, the study concludes that the commercial relationship between both parties is efficient throughout the service delivery process, but nonexistent outside of it, which reduces customer loyalty and weakens the relationship.