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Proceso de fidelización de clientes en la Farmacia “Farmahorro” ubicada en el Cantón Montalvo, periodo 2022.
| dc.contributor.advisor | Encalada Tenorio, Georgina Janeth | |
| dc.contributor.author | Aguiar Vistin, Michelle Stefania | |
| dc.date.accessioned | 2023-05-11T03:02:16Z | |
| dc.date.available | 2023-05-11T03:02:16Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/13685 | |
| dc.description | The present research work was carried out in Farmahorro Pharmacy, located in Montalvo Canton, Province of Los Ríos, the objective of this study is to analyze the processes of customer loyalty, evaluating the behavior and level of satisfaction of customers, to improve the positioning of the company, which is related to the line of research administrative management, financial, tax, audit and control that is framed in the subline of marketing and commercialization since it includes customer loyalty strategies as one more action to attract and retain customers, considering the resources needed to improve the positioning of the company, This is related to the research line of administrative, financial, tax, audit and control management, which is framed in the marketing and commercialization sub-line, since it includes loyalty strategies as one more action to attract and keep customers, considering the necessary resources to obtain economic savings, increase income, raise prestige and position the company positively in the market. The study used the analytical method in order to explore and formulate critical positions on the causes and consequences of the deficient processes of customer loyalty by the company, by means of a survey and the execution of the SWOT matrix to verify alternatives to adequately manage the relationship between the company and the consumer. | es_ES |
| dc.description | The present research work was carried out in Farmahorro Pharmacy, located in Montalvo Canton, Province of Los Ríos, the objective of this study is to analyze the processes of customer loyalty, evaluating the behavior and level of satisfaction of customers, to improve the positioning of the company, which is related to the line of research administrative management, financial, tax, audit and control that is framed in the subline of marketing and commercialization since it includes customer loyalty strategies as one more action to attract and retain customers, considering the resources needed to improve the positioning of the company, This is related to the research line of administrative, financial, tax, audit and control management, which is framed in the marketing and commercialization sub-line, since it includes loyalty strategies as one more action to attract and keep customers, considering the necessary resources to obtain economic savings, increase income, raise prestige and position the company positively in the market. The study used the analytical method in order to explore and formulate critical positions on the causes and consequences of the deficient processes of customer loyalty by the company, by means of a survey and the execution of the SWOT matrix to verify alternatives to adequately manage the relationship between the company and the consumer. | es_ES |
| dc.description.abstract | El presente trabajo de investigación se realizó en la Farmacia Farmahorro, ubicada en el Cantón Montalvo, Provincia de los Ríos, el objetivo de este estudio radica en analizar los procesos de fidelización de clientes, evaluando el comportamiento y nivel de satisfacción de los mismos, para mejorar el posicionamiento de la empresa, el cual está relacionado con la línea de investigación gestión administrativa , financiera, tributaria, auditoría y control que se enmarca en la sublínea de marketing y comercialización puesto que comprende las estrategias de fidelización como una acción más de captación y conservación de clientes, considerando los recursos necesarios para obtener ahorros económicos, incrementar ingresos, elevar el prestigio y posicionarse positivamente en el mercado. En el estudio se empleó el método analítico con la finalidad de explorar y formular posturas críticas sobre las causas y consecuencias de los procesos deficientes de fidelización de clientes por parte de la empresa, mediante una encuesta y la ejecución de la matriz Foda para constatar alternativas para gestionar de forma adecuada la relación entre la empresa y el consumidor. | es_ES |
| dc.format.extent | 42 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Clientes | es_ES |
| dc.subject | Fidelidad | es_ES |
| dc.subject | Retención | es_ES |
| dc.subject | Lealtad | es_ES |
| dc.subject | Satisfacción | es_ES |
| dc.title | Proceso de fidelización de clientes en la Farmacia “Farmahorro” ubicada en el Cantón Montalvo, periodo 2022. | es_ES |
| dc.type | bachelorThesis | es_ES |
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