Análisis del Marketing Relacional en la empresa BestPC de la ciudad de Quito, en tiempos de Covid-19. Año 2021

Abstract

Abstract: In the present work, the relational marketing strategies in the Best PC company in times of covid-19 were analyzed, aimed at knowing the needs and expectations of the clients. This research has been developed based on relational marketing, which is an important factor in the company for obtaining profits and long-term competitiveness; Through the study, an attempt is made to understand the impact of relational marketing, CRM for its acronym in English (Customer Relationship Management) on customer loyalty. The research explores the positional advantage of the Best PC company and its factors that influence customer loyalty. In a practical sense, this research work aims to find viable ways to strengthen customer loyalty and propose recommendations for the company on how to improve the use of the tool. The present study is, on the one hand; exploratory - descriptive, where the inductive deductive method was used to review the particular cases regarding the company's marketing strategies, and analytical-synthetic with the help of quantitative methods for the analysis and interpretation of the information obtained. The primary data is collected from a survey of the company's customers and the manager of the marketing department. At the end of the Curriculum Integration work, a proposal was presented based on a relational marketing plan for the company through the CRM tool aimed at knowing the needs and expectations of customers.