Estudio de las necesidades percibida por clientes y su fidelización en supermercado Tía S.A. de la ciudad de Machala.

Abstract

Currently, customer loyalty towards a certain brand or service provided by a company has become a utopia that although it is designed by many, only few have achieved it, due to the series of requirements in terms of commercial strategies that organizations with Profits need to apply, which are for many of these difficult to implement; Therefore, the present investigation begins by making a theoretical description about the satisfaction, loyalty and customer loyalty strategies that a company applies so that the user feels satisfied with the goods and products that he produces or markets; applying in parallel a methodology with quantitative approach and transversal descriptive scope, which leads to the fulfillment of the objective, which is to analyze the satisfaction that customers have towards “TIA SA” supermarkets located in the different locations of the province of El Oro, to through a descriptive analysis, to assess the level of customer loyalty with that company. Having as main results that customers have a high degree of loyalty towards supermarkets that TIA S.A. has within the orense province; in turn, it was detected that said loyalty is due to the satisfaction they maintain with each good and service offered to its users.