Análisis del posicionamiento comercial de la Compañía Agrícola Agromagna Cía. Ltda. de la ciudad de Riobamba y su efecto en la lealtad del cliente, año 2014

Abstract

The current context of the business world, the globalization of markets and economic change has allowed companies to develop new strategies to gain competitiveness in the business world. When analyzing the current breadth of markets, it is evident that new products are being generated every day, there is a greater number of customers, new companies are created, which affects the competitiveness dynamics of companies. In this sense, it is of great interest to analyze the commercial positioning of the agricultural company Agromagna Cía. Ltda. This research analyzes the relationship between the concepts of positioning and customer satisfaction. In particular, starting from the theoretical approach of Philip Kotler, we study the differentiated effect between the positioning and the loyalty of the clients, that is to say, it analyzes by means of indicators this causal relation