Plan de marketing estratégico y su incidencia en la fidelización de clientes de la empresa Electrón Shop en la ciudad de Quito

Abstract

The objective of this research was to develop a strategic marketing plan to retain customers of the Electron Shop company in Quito city. Instruments such as the questionnaire, observation, and interview forms were essential in this study. In addition to these instruments, a survey addressed to the EAP (economically active population) of the City of Quito was necessary to generate quantitative and qualitative data. The main findings determine that the company does not consider loyalty factors in the purchase process. However, this contrasts with the results collected from the survey, which indicate that considering consumer satisfaction is within the administrative process. The most important of an organization is that it leads to customer loyalty. Regarding the situational analysis of the organization, reliable matrices were applied, such as the internal factors matrix (MFI), the external factors matrix (MEFE), the competitive profile matrix, and the Quantitative Strategic Planning matrix and, in turn, complimented the investigation with the SWOT matrix. Finally, it is concluded that a loyalty plan becomes one of the essential instruments for the Electron Shop company.