bachelorThesis
Do Colombian companies consider sustainable practice implementation as part of a customer-loyalty strategy?
Autor
Rueda Santos, Laura Camila
Institución
Resumen
In a world where sustainable practices and environment preservation is getting more important every day due to all the problematics it is facing and in a country like Colombia where their economic activities are based on the use of natural resources, sustainable practices are something companies need to start implementing. Sustainable practices could bring different benefits not just to the environment but also to the companies implementing it. This graduating project pretend to analyze the impact that sustainable practices have in the customers loyalty strategy of Colombian companies as sustainability is getting more important nowadays and customers are starting to change their consumption behavior being more oriented to a more environmentally friendly one so as a result companies should be reacting to these new tendencies and start the implementation of it inside their organizations. To develop the research of this study there were two different methodologies, the first one was the review and analysis of corporate sustainable reports from the most sustainable Colombian companies and the second was a survey to Colombian small companies who are actually developing sustainable practices inside their companies. Results of the study do not show a clear relationship between the implementation of sustainable practices and the purpose of setting it as part of the customer loyalty strategy of the companies, however it did show that companies do consider that customers are not changing their consumption behavior into a more sustainable one and some of the companies make the implementation because customer were asking for those products. Even though companies do not consider sustainable practices as a method to promote customer loyalty, in an indirect way they could be doing so as there are some studies that proves that customers feel more engage with a company when they feel identify by their sustainable practices