Análisis del marketing relacional y el CRM en la empresa ecuatoriana en tiempo de crisis y pandemia del COVID 19. Caso Fybeca año 2020 - 2021

Abstract

Abstract: This research was carried out with the purpose of providing different strategies that allow the organization an adequate planning to commercialize pharmaceutical products during the pandemic of COVID-19 adapting to mobility limitations, changes in the way customers relate each other due to the confinement and new purchasing habits. To develop this research a mixed methodology based on a quantitative and descriptive methodology was used to know the current state of the company and the loyalty of the clients such as the interview, the survey and the observation which were the basis to carry out an evaluation. Finally, a proposal is made based on relational marketing on the results obtained from the study to capture the loyalty of the customers and to generate a long-term relationship with the company allowing a strong positioning within the pharmaceutical market of Ecuador.