Estrategias de fidelización de clientes para empresas minoristas de la industria textil - confecciones de Barranquilla: Una integración de herramientas TIC.

Abstract

Having identified that in the city of Barranquilla, the focus of this project, the lack of use and applicability of ICT tools by retail businesses in the garment-textile sector (making and marketing) for the creation of client fidelity strategies is a real problem. The purpose of this project is to develop strategies based on ICT tools for client fidelity, as a procedure for delivering added value to retail companies in the garment-textile industry. This work was developed by studying the sector, under an approach with qualitative and quantitative components, with which, a proposal was made for a manual for the application of fidelity strategies integrating ICT tools. This project provides a guide for the garment-textile sector and those who belong to the clothing and marketing business environment, such as tailoring workshops, designer workshops, local clothing stores, dressmakers, and all those businesses that work within the trade of clothing or offer it as a complimentary service. In other words, it is not limited to businesses that only focus on this work as their main job in the city of Barranquilla, but it applies to the entire sector nationwide. In addition, more efficient support can be provided in the integration of ICT tools in these businesses.