Estrategias para la fidelización de clientes en la papelería de regreso a clases en la comunidad de " Porotoyacu ".

Abstract

The purpose of this thesis is to conduct a situational analysis and develop strategies to improve customer loyalty at the Back-to-School Stationery Store in the community of "Porotoyacu." The study focuses on identifying the main problem areas to which strategies can be applied. An interview was conducted that allowed for both internal and external analysis of the stationery store, thereby contributing to the development of strategies based on the results. A survey that was applied to 50 people and the most relevant questions from the survey were taken to perform an analysis, where it was observed that 70% of the people surveyed do make purchases at the stationery store, another important point was that of which 72% see the price and variety of products, where it is mentioned that 58% are satisfied and 28% are very satisfied, based on this it was possible to conclude objective 2 which was to establish key strategies for customer loyalty based on the results obtained from objective 1, and to conclude with the proposed work was to prepare a manual in which each of the strategies would be presented.