Marketing relacional en el sector del calzado de la ciudad de Ambato

Abstract

In the following research project will be addressed about relational marketing in small, medium and large footwear companies in the city of Ambato. These companies are dissatisfied with the decrease in the number of visitors, the low level of relations they have with customers, affecting the volume of sales. The nonexistence of a model that allows enhancing relations with customers is one of the shortcomings in companies, as well as an incorrect management of customer retention, retention and loyalty.. For this reason the work is focused on knowing how relational marketing impacts on the decision making in these companies so that they have an adequate lasting and profitable relationship focusing on customers, thereby distinguishing themselves from the existing competition and obtaining a competitive advantage. The data thrown by field research applied to production companies and customers indicate that it is important to correct aspects such as consumer dissatisfaction with products and services, lack of communication and business-customer relationship factors prevent the proper development of organizations Therefore, the proposal was directed to the development of a relational marketing model based on the client that allows to improve the processes of dealing with customers, and thereby achieve repetitive purchases in companies; considering the long-term relationships and the benefits for each party.