Estrategias De Marketing De Servicios Para La Fidelización De Los Clientes De La Empresa Aje, Ubicada en La Ciudad De Guayaquil

Abstract

AJE es una empresa que presenta deficiencias en la prestación de servicio al cliente, es en atención a esto que la presente investigación plantea estrategias de marketing de servicios para la fidelización de los clientes de la empresa AJE, ubicada en la ciudad de Guayaquil. Se trata de una investigación mixta: cualitativa y cuantitativa, en la que se aplica el método descriptivo, explicativo. Los métodos empíricos fueron la entrevista, utilizando la encuesta y la observación como instrumentos de recolección de información. Los resultados de los instrumentos aplicados indican que los clientes consideran que el servicio al cliente es el factor más importante a la hora de adquirir productos. La implementación de estrategias de marketing de servicios basadas en un protocolo de atención, seguimiento a clientes, atención por canales de interacción virtual, un programa de recompensas y educación a clientes en marketing y ventas; influyen positivamente en la fidelización de clientes minoristas de la empresa AJE, al sentir que la empresa se preocupa más de ellos.

Service marketing and its influence on consumer loyalty in a B2B company, Piura, Piura, 2022

“…The research developed by De la Llana and Valenzuela [13] was carried out in Ecuador; this study was conducted in Peru and has similar realities. In addition, De la Llana and Valenzuela [13] focused on the variables "service marketing" and "loyalty".…”

“…The research developed by De la Llana and Valenzuela [13] was carried out in Ecuador; this study was conducted in Peru and has similar realities. In addition, De la Llana and Valenzuela [13] focused on the variables "service marketing" and "loyalty". While the present thesis was developed in 2023 and explored two categories: "service marketing" and "loyalty", although it is true that the studies were conducted in Ecuador and Peru, it is essential to emphasize that De la Llana and Valenzuela [13] conducted the study in the company Aje.…”

“…In addition, De la Llana and Valenzuela [13] focused on the variables "service marketing" and "loyalty". While the present thesis was developed in 2023 and explored two categories: "service marketing" and "loyalty", although it is true that the studies were conducted in Ecuador and Peru, it is essential to emphasize that De la Llana and Valenzuela [13] conducted the study in the company Aje. This thesis had a B2B company as the focus of study, with respect to the approach, it is important to clarify that there are differences De la Llana and Valenzuela [13], had a mixed approach, qualitative and quantitative, while this research was developed with a qualitative approach, therefore, they complement each other in the approaches.…”

“…While the present thesis was developed in 2023 and explored two categories: "service marketing" and "loyalty", although it is true that the studies were conducted in Ecuador and Peru, it is essential to emphasize that De la Llana and Valenzuela [13] conducted the study in the company Aje. This thesis had a B2B company as the focus of study, with respect to the approach, it is important to clarify that there are differences De la Llana and Valenzuela [13], had a mixed approach, qualitative and quantitative, while this research was developed with a qualitative approach, therefore, they complement each other in the approaches. Likewise, the present thesis interviewed 10 workers of the B2B company, De la Llana and Valenzuela [13], had 3 marketing specialist interviewees, also De la Llana and Valenzuela [13], conducted a sample of 384 customers, it does not have statistical test, in the present thesis a sample was not conducted by the approach, however, interviews were conducted with 22 items, while De la Llana and Valenzuela [13] conducted 12 questions.…”

“…In Ecuador, the authors De la Llana and Valenzuela [13], presented a study entitled "Service marketing strategies for customer loyalty of the company Aje, located in the City of Guayaquil". In the database.…”