Propuesta de un plan de fidelización de clientes para la mejora de las ventas en la empresa Directech CÍA. LTDA.

Abstract

Due to the existing changes in the market, organizations must be prepared to constantly improve and adapt quickly and easily to all these changes in order to maintain a privileged place in the market and be profitable. For this reason, the purpose of this research work is to design a customer loyalty proposal to improve sales in the company Directech Cia Ltda., thus providing a solution to the existing needs of those who require it, generating in turn an added value for customers that will provide benefits for both sides. The methodology implemented for the development of the project was the exploratory correlational research since it allows measuring the degree of relationship between two variables. Another methodology applied in the research was the bibliographic or documentary research because it allows to analyze the perspective of several authors and determine how a loyalty proposal is based, a qualitative quantitative approach was used to analyze the data qualitatively and quantitatively, the study was carried out with 25 customers of the company Directech Cía. Ltda. To identify the strategies to be implemented, a structured survey was conducted containing 10 items based on the Likert scale, which allowed measuring and evaluating the data obtained in the applied instrument. The data obtained in the instrument were tabulated in Excel tables for their respective analysis and application of strategies.