Marketing relacional y la Fidelización de clientes en la empresa GLOBAL CELL de la ciudad de Ambato.

Abstract

The Company “Global Cell” is dedicated to the marketing of mobile phones, accessories and spare parts; as an organization with some years in the market with its line of business in Ambato meets the needs of different types of customers, so it is necessary to take strategic actions that facilitate the maintaining and improving the relationship to short and long term with them. This research has focused on a rigorous study on Relationship Marketing Customer Retention and Customer Loyalty, which can be applied to any organization due to its main goal is to create and sustain good relations with them while meeting their requirements in the purchase generating Company loyalty. The results of field research show the true brand loyalty that the customer has with “Global Cell”, so it has given the importance of a good retention strategy considering that relationship marketing strategies will generate and at the same time will improve relations with current and potential customers, creating mutual benefits So the proposal resulting from the research was dedicated on developing the best relationship marketing strategies focused on customer loyalty for long term relations for increase the competitiveness and positioning of the company.