El Marketing de relaciones y su incidencia en la Fidelidad de los clientes de la empresa Casa Comercial HANDRO de la ciudad de Ambato.

Abstract

The company Casa Comercial Handro in their eagerness to serve customers born in May 2009 in order to offer products such as white goods, brown line, multiple line, technology and furniture, this service to the community is running four years. The problem affecting Comercial House Handro is the little knowledge they have about Relationship Marketing both applications and strategies that can be used as a tool to gain competitive advantage in a highly dynamic market is selling appliances, technology advances every day and businesses must be at the forefront with new products and competitive prices, another cause that can be observed is the empirical management team which has been handling business within their returns no staff with experience in the commercial area, but rather it has been managed as a family business based on trust in the professional activity of commerce and business. The data produced by field research applied to customers of the company show that it is important to correct aspects such as long-term relationships with customers, who are not mentioned in constant communication with its customers to offer their products and also make a track sales made, which prevents the company really take opportunities that can lead to customer loyalty and maximize your sales. So the research proposal resulting from the application routed by me telemarketing strategies, being a form of direct marketing where the phone is used to connect with current and potential customers and sell their products or services to the company mentioned house Commercial Handro can use telemarketing techniques to find potential customers, re-contact former customers of the business, or inform or offer a new product to its customers.