Marketing Relacional y su incidencia en la fidelidad de los clientes del Mercado Central de Ambato.

Abstract

The Central Market Ambato is a supply center is under the administration of the Municipality of Ambato, and markets consumer products for more than 40 years ago was the first to be remodeled and thus become part of the Network of Markets Canton Ambato remodeled to provide better service to citizens has 380 dealers spread over several sections allowing the supply center is one of the busiest canton level. It is for this reason that this is feasible and research work has focused on an analysis of the external and internal environment to establish strategies to gain competitive advantage over the rest of the municipal markets. The results of field research applied to people visiting the Central Market said it is important to correct the attitude and the treatment that traders give customers at the time they make their sales, these are aspects that need improvement to achieve customer loyalty. So to achieve customer loyalty Central Market requires Relationship Marketing Plan that starts with the same Mission, Vision and Goals serve as the same marketing strategies and should be based on the service provided by the Central Market, respecting the tastes and demands of customers.