“El Marketing relacional y la satisfacción de clientes, en curtiembres de la provincia de Tungurahua”

Abstract

The tanneries of Tungurahua are companies that are dedicated to the treatment of leather from the cattle normally, for subsequent marketing for companies producing footwear and leather goods. The main challenge of this type of company is to launch innovative products to market that meet the changing needs of the customers. Relationship Marketing is a new global trend that is born product of the change of attitude of the people who increasingly have access to more information product of the use of new information technologies, which arrives at a moderate pace to Ecuador as a developing country. The tanneries with current marketing strategies used are not able to meet the needs of customers even though they still have moderate expectations, introducing mistakes in the personalization of the services product of the inadequate entrepreneurial orientation. Through this research is achieved to make recommendations as to establish an extended database containing a large percentage of client characteristics to be used in strategic marketing that seeks to establish long term relationships with the customer through positive experiences that delight the customer.