TY - GEN
T1 - Estrategias de Captación de Clientes para una Mype del Sector Comercial ante el Covid-19
AU - Castillo, Odar R.Florián
AU - Alcalde, Liz A.Dominguez
N1 - Publisher Copyright:
© 2021 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2021
Y1 - 2021
N2 - The objective of the research was to formulate strategies aimed at attracting clients for a Mype of the commercial sector dedicated to the commercialization of basic food products. The study was prospective. A reliable questionnaire (Cronbach's Alpha of 0.868) and validated by expert judgment was applied to 20 frequent clients sampled for convenience. The main problems encountered were: the lack of use of technologies, the lack of knowledge about strategies and the strong competition that the company faces. Finally, the internal and external analysis strategies were formulated: to provide additional services to clients by frequency of purchase and recommendations; implementation of digital media for advertising and sales, carry out a campaign of low-demand products, recovering the investment or obtaining slight profits; implement resources to avoid contagion in the sale process (seller - customer), implement price or service inquiries through calls or the use of WhatsApp to avoid direct physical contact with customers and possible infections.
AB - The objective of the research was to formulate strategies aimed at attracting clients for a Mype of the commercial sector dedicated to the commercialization of basic food products. The study was prospective. A reliable questionnaire (Cronbach's Alpha of 0.868) and validated by expert judgment was applied to 20 frequent clients sampled for convenience. The main problems encountered were: the lack of use of technologies, the lack of knowledge about strategies and the strong competition that the company faces. Finally, the internal and external analysis strategies were formulated: to provide additional services to clients by frequency of purchase and recommendations; implementation of digital media for advertising and sales, carry out a campaign of low-demand products, recovering the investment or obtaining slight profits; implement resources to avoid contagion in the sale process (seller - customer), implement price or service inquiries through calls or the use of WhatsApp to avoid direct physical contact with customers and possible infections.
KW - Commercial sector
KW - Covid-19.
KW - Customer's attraction
KW - Loyalty
KW - Strategies
UR - https://www.scopus.com/pages/publications/85137724523
U2 - 10.18687/LEIRD2021.1.1.8
DO - 10.18687/LEIRD2021.1.1.8
M3 - Contribución a la conferencia
AN - SCOPUS:85137724523
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - 1st LACCEI International Multi-Conference on Entrepreneurship, Innovation, and Regional Development
A2 - Larrondo Petrie, Maria M.
A2 - Zapata Rivera, Luis Felipe
A2 - Aranzazu-Suescun, Catalina
T2 - 1st LACCEI International Multi-Conference on Entrepreneurship, Innovation, and Regional Development: Ideas to Overcome and Emerge from the Pandemic Crisis, LEIRD 2021
Y2 - 9 December 2021 through 10 December 2021
ER -