Grado de fidelización al cliente en la Microempresa Dabranthy Sport de la ciudad de Babahoyo, período 2024.
| dc.contributor.advisor | Escobar Mayorga, Diana Carolina | |
| dc.contributor.author | Sandoval Sánchez, Yomaira Nayelli | |
| dc.date.accessioned | 2025-05-03T00:31:29Z | |
| dc.date.available | 2025-05-03T00:31:29Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18181 | |
| dc.description | The present case study, titled "Degree of Customer Loyalty in the Dabranthy Sport Microenterprise in the city of Babahoyo, Period 2024", aims to analyze the level of customer loyalty and propose strategies that strengthen the relationship with them. Dabranthy Sport, located in Babahoyo, is a micro-business dedicated to cutting and making sportswear since 2015, despite having a recurring clientele and a favorable reputation, the company faces challenges related to customer retention and loyalty, key factors for its sustainability and growth in a competitive environment. This analysis made it possible to identify the factors that influence customer loyalty through surveys that evaluate their level of satisfaction, perception of the quality of the service and degree of loyalty towards the company. In addition, an interview was conducted with the owner Miguela Peñafiel Mora, To know the current strategies implemented in the microenterprise, thus allowing the detection of strengths and areas of improvement, based on the results obtained, strategic recommendations are proposed aimed at strengthening loyalty, such as the implementation of loyalty programs, personalization of offers and promotions, and improvements in communication with customers, these actions seek to increase satisfaction, encourage preference towards the company and consolidate the long-term relationship. This study highlights that loyalty not only contributes to increased income, but also allows Dabranthy Sport to position itself and for the micro-business to become better known by recommending it to others. Satisfied customers not only guarantee stable sales, but also strengthen Dabranthy Sport's reputation in the local market, by applying strategies such as personalized promotions, exclusive discounts and close communication, the micro-business will be able to improve the customer experience, generating trust and loyalty, this will allow it to differentiate itself from the competition, standing out not only for the quality of its products, but also for the bond it builds with its consumers. | es_ES |
| dc.description | The present case study, titled "Degree of Customer Loyalty in the Dabranthy Sport Microenterprise in the city of Babahoyo, Period 2024", aims to analyze the level of customer loyalty and propose strategies that strengthen the relationship with them. Dabranthy Sport, located in Babahoyo, is a micro-business dedicated to cutting and making sportswear since 2015, despite having a recurring clientele and a favorable reputation, the company faces challenges related to customer retention and loyalty, key factors for its sustainability and growth in a competitive environment. This analysis made it possible to identify the factors that influence customer loyalty through surveys that evaluate their level of satisfaction, perception of the quality of the service and degree of loyalty towards the company. In addition, an interview was conducted with the owner Miguela Peñafiel Mora, To know the current strategies implemented in the microenterprise, thus allowing the detection of strengths and areas of improvement, based on the results obtained, strategic recommendations are proposed aimed at strengthening loyalty, such as the implementation of loyalty programs, personalization of offers and promotions, and improvements in communication with customers, these actions seek to increase satisfaction, encourage preference towards the company and consolidate the long-term relationship. This study highlights that loyalty not only contributes to increased income, but also allows Dabranthy Sport to position itself and for the micro-business to become better known by recommending it to others. Satisfied customers not only guarantee stable sales, but also strengthen Dabranthy Sport's reputation in the local market, by applying strategies such as personalized promotions, exclusive discounts and close communication, the micro-business will be able to improve the customer experience, generating trust and loyalty, this will allow it to differentiate itself from the competition, standing out not only for the quality of its products, but also for the bond it builds with its consumers. | es_ES |
| dc.description.abstract | El presente estudio de caso, titulado "Grado de fidelización al Cliente en la Microempresa Dabranthy Sport de la ciudad de Babahoyo, Periodo 2024", tiene como objetivo analizar el nivel de lealtad de los clientes y proponer estrategias que fortalezcan la relación con ellos. Dabranthy Sport, ubicada en Babahoyo, es una microempresa dedicada al corte y confección de prendas deportivas desde 2015, a pesar de contar con una clientela recurrente y una reputación favorable, la empresa enfrenta desafíos relacionados con la retención y fidelización de clientes, factores clave para su sostenibilidad y crecimiento en un entorno competitivo. Este análisis permitió identificar los factores que influyen en la fidelización de los clientes mediante encuestas que evalúan su nivel de satisfacción, percepción de la calidad del servicio y grado de lealtad hacia la empresa, además, se realiza una entrevista a la propietaria Miguela Peñafiel Mora, para conocer las estrategias actuales implementadas en la microempresa, permitiendo así detectar fortalezas y áreas de mejora, con base a los resultados obtenidos, se plantean recomendaciones estratégicas dirigidas a fortalecer la fidelización, como la implementación de programas de lealtad, personalización de ofertas y promociones, y mejoras en la comunicación con los clientes, estas acciones buscan incrementar la satisfacción, fomentar la preferencia hacia la empresa y consolidar la relación a largo plazo. Este estudio resalta que la fidelización no solo contribuye al aumento de ingresos, sino que también permite a Dabranthy Sport posicionarse y que la microempresa se haga más conocida al recomendarla a otros, los clientes satisfechos no solo garantizan ventas estables, sino que también fortalecen la reputación de Dabranthy Sport en el mercado local, al aplicar estrategias como promociones personalizadas, descuentos exclusivos y una comunicación cercana, la microempresa podrá mejorar la experiencia del cliente, generando confianza y lealtad, esto permitirá diferenciarse de la competencia, destacándose no solo por la calidad de sus productos, sino también por el vínculo que construye con sus consumidores. | es_ES |
| dc.format.extent | 39 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Fidelización | es_ES |
| dc.subject | Clientes | es_ES |
| dc.subject | Atención | es_ES |
| dc.subject | Retención | es_ES |
| dc.subject | Estrategias | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Grado de fidelización al cliente en la Microempresa Dabranthy Sport de la ciudad de Babahoyo, período 2024. | es_ES |
| dc.type | bachelorThesis | es_ES |
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