Diseño de estrategias de marketing relacional para la empresa K&I equipos médicos Cía. Ltda.

Abstract

This research project was proposed in response to the problems faced by K&I medical equipment due to the lack of relationship marketing strategies and limited interaction with current B2B clients. The company's failure to implement actions to strengthen customer relationships is negatively impacting sales and hindering the development of long-term, sustainable relationships. Therefore, market research was conducted to identify customer satisfaction levels at K&I medical equipment, as well as their perceptions and expectations regarding the products sold. Additionally, the company's competitors were analyzed, along with their strengths and weaknesses in terms of management practices. The results obtained through quantitative and qualitative data revealed several opportunities for improvement, including enhanced after-sales follow-up, improved customer satisfaction with products and services, and closer relationships with B2B clients throughout the entire sales process.