Marketing Relacional en los servicios exequiales en tiempo de crisis (distanciamiento) Caso Funeraria Ayala año 2021,

Abstract

Abstract: Today we know that customers are much more demanding than in past years, which is why it is important for companies to seek strategies to maintain and attract new customers. The loss of this strategic vision will be reflected in both business growth and profitability. The research carried out at Ayala Funeral Home in the city of Loja explains the impact that relational marketing has on the company. It seeks to design and implement a relational marketing plan to retain and build customer loyalty. This focuses on improving the interaction between the company and the customer, retaining and increasing customer loyalty to prefer its brand. The research used is a quantitative and descriptive approach, requiring the use of research techniques such as surveys and interviews applied to the Funeral Home Manager and target groups. The main results of the research include improving services, media, incentives, customer follow-up, determining the company's competition and thereby boosting its growth and permanence.