Marketing relacional y su incidencia en la fidelización del cliente en tiendas de productos de consumo: Caso Tía S.A.

Abstract

This article addresses the relationship marketing and its impact on customer loyalty in the company Tía S.A. The study is a quantitative research with a descriptive scope based on the survey methodology, using the Google Docs tool to a sample of approximately 384 inhabitants of the city of Machala, Ecuador and who are customers of Tía S.A. on a population of 129,101 inhabitants belonging to the Economically Active Population (EAP). The identified results of certain strategies that the company has been applying to retain its customers have been successful, however, strategies have been identified that have not been adequately managed by the company to produce the expected impact or results in its relationship with customers.