Diseño de estrategias de fidelización para los clientes del negocio " Agrofinca Freire " del cantón Arosemena Tola de la provincia de Napo.

Abstract

The objective of this research is to identify the needs and preferences of AGROFINCA Freire's current customers, in order to improve the offering of products, services and customer experience. Through a mixed methodology, quantitative techniques, such as surveys, and qualitative techniques, such as interviews and focus groups, are combined to obtain a comprehensive view of consumer expectations. The results show that customers mainly value the quality of organic products and personalized attention. However, areas for improvement were also identified, such as the lack of efficient after-sales communication channels and the need for greater incentives in the loyalty program. Based on these findings, strategies are proposed to optimize customer service, personalize offers and reinforce constant communication. This study provides valuable information that will allow Agro Finca Freire to make informed decisions and improve the satisfaction and loyalty of its customers.