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

Abstract: The current context of the business world, globalization of markets and economic change has allowed companies to develop new strategies to gain competitiveness in the business world. When analyzing the current range of markets is evident that every day new products are generated, there are a greater number of customers; new businesses which affect the dynamics of competitiveness of enterprises are created. In this sense, it is interesting to analyze the commercial position of agricultural Agromagna Cía. Ltda. This research work examines the relationship between the concepts of positioning and customer satisfaction. In particular, based on the theoretical approach of Philip Kotler differential effect between positioning and customer loyalty is studied, that is analyzed through indicators such causal relationship. The research was conducted in the city of Riobamba taking into account the customer base of the company Agromagna Cía. Ltda. The present investigation of the generality of positioning approach in order to establish specific conclusions, further supplemented with activities and characteristics of the processes of managing loyalty and customer satisfaction and assumptions were established to be corroborated. The results of the analysis can test hypotheses raised in which it is verified or not there is a positive correlation between the size of the positioning and the different rates of satisfaction, and stress the importance of proper positioning for managing customer loyalty.