Estrategias de comunicación y marketing, y la fidelización en empresas inmobiliarias en la ciudad de Ambato

Abstract

The present research project, titled <Communication and Marketing Strategies, and Customer Loyalty in Real Estate Companies in the City of Ambato,= aimed to investigate the strategies used by these companies to retain their clients. It was considered that the number of real estate companies has significantly increased. A methodology with a quantitative approach and a descriptive and correlational design was implemented. The data obtained through surveys applied to six companies and five clients from each of them were interpreted using SPSS software to obtain descriptive statistics and identify relevant correlations. Among the results, it was evidenced that the most commonly used communication and marketing strategies by real estate companies in the city of Ambato include: follow-up with clients during and after the service provided; the use of communication channels such as phone calls, WhatsApp, and Facebook for initial contact; and the use of traditional media for advertising, such as radio, print, and billboards. It is concluded that the strategies for customer loyalty are effective, considering that the surveyed clients rated the service as good and stated that they would hire the company9s services again and recommend it to their friends and family, given that the service provided was highly satisfactory.