Estudio de mercado para mejorar el servicio y fidelizar a los clientes de la empresa Aquavi S.A.

Abstract

In the organizations, the customer service wasn´t seen for many years as a key and fundamental piece to generate positive and valuable experiences, both for the client and for the company itself. Currently, this concept has been accepted and approved by large, medium and small companies, who have rightly concluded that the result of the relationship between them and the client is also the result of their growth, corporate development and permanence in the market. The service itself seeks to give the customer something more than what he needs, the user no longer wants only a quality product at an affordable price, but also requires something additional, and if they don´t give it, then they will go to the competition. This is where the company's staff plays a very important role and its ability to collect and classify relevant information from each of the clients, with the intention of understanding their buying habits and achieving their loyalty. For this reason the development of this research seeks to identify through a market study the quality of customer service provided by the company Aquavi S.A of the city of Machala dedicated to the import and marketing of aeration equipment and machinery for the shrimp sector and implement marketing strategies that contribute to their differentiation from the competition through service and customer loyalty.