Loyalty Strategies for La Agencia Mano Negra de Latacunga

Abstract

Customer loyalty is essential for a company to survive economically and within marketing is one of the most accessible strategies because it does not need to invest larger sums of money as in the acquisition of new customers. Based on these arguments, this research aims to develop strategies to increase customer loyalty in the Mano Negra Agency in the city of Latacunga, in order to strengthen the knowledge that the company has. Focused on the stated objective, an inductive research was developed with a quantitative approach, field and documentary design with cross-sectional and descriptive level, where surveys were conducted to 174 customers who bought more than once in the company, the questionnaire consisted of three sections, demographic data, The questionnaire consisted of three sections, demographic data, influential factors in the purchase decision and loyalty strategies, it was carried out by stratified sampling grouping the population in the eight product lines as established in the business and it was concluded in nine main strategies that should be focused to be able to build customer loyalty, which are: knowing the customer's perception of the product, coordination among the company's personnel, physical and digital sales tools, fluid communication, effective solutions to inconveniences, personalized treatment, innovation and surprise, privileged attention and benefits according to the customer's needs, all supported by Alcaide  as a reference in customer loyalty, a moderately significant degree of relationship between the variables studied was also evidenced.