TY - GEN
T1 - Estrategias Comerciales para la Fidelización de Clientes de una MYPE del Sector Comercial
AU - Florian Castillo, Odar R.
AU - Rivas, Anghela Daleska Aguilar
AU - Cisterna, Fiorella Geraldine Limo
N1 - Publisher Copyright:
© 2022 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2022
Y1 - 2022
N2 - The objective of the research was to design commercial strategies for customer loyalty in an SME of the commercial sector dedicated to the commercialization of chemical inputs for the leather industry. This study was prospective in design, applied classification, with a mixed and descriptive approach. Surveys were applied to a convenience sample of 25 frequent customers and company personnel, validated by expert judgment and Cronbach's alpha with 0.87. Detonating that the organization complies with what is necessary; however, they do not exceed the expectations of their clients, due to the absence of good management and development of Commercial strategies. Based on the internal and external analysis, two commercial strategies focused on the implementation of technological tools were proposed, designing an interface for the technical service request module and the creation of an interactive digital catalog. Estimating a total cost of S/20, 437.
AB - The objective of the research was to design commercial strategies for customer loyalty in an SME of the commercial sector dedicated to the commercialization of chemical inputs for the leather industry. This study was prospective in design, applied classification, with a mixed and descriptive approach. Surveys were applied to a convenience sample of 25 frequent customers and company personnel, validated by expert judgment and Cronbach's alpha with 0.87. Detonating that the organization complies with what is necessary; however, they do not exceed the expectations of their clients, due to the absence of good management and development of Commercial strategies. Based on the internal and external analysis, two commercial strategies focused on the implementation of technological tools were proposed, designing an interface for the technical service request module and the creation of an interactive digital catalog. Estimating a total cost of S/20, 437.
KW - Commercial strategies
KW - SME
KW - customer loyalty
KW - customerservice
KW - digital tools
UR - https://www.scopus.com/pages/publications/85140033304
U2 - 10.18687/LACCEI2022.1.1.168
DO - 10.18687/LACCEI2022.1.1.168
M3 - Contribución a la conferencia
AN - SCOPUS:85140033304
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Pena, Andrea
A2 - Viloria, Jose Angel Sanchez
T2 - 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology, LACCEI 2022
Y2 - 18 July 2022 through 22 July 2022
ER -