Plan de merchandising para la fidelización de los clientes del Hotel Shalom ubicado en la ciudad de Riobamba

Abstract

The objective of this study was to promote customer loyalty in Shalom Hotel located in Riobamba city through the development of a merchandising plan. The methodological framework established the appropriate instruments, tools and techniques, such as: an interview carried out with the hotel manager, and then an observation checklist by monitoring the infraestructure of the company to finally apply a survey to its clients. The eyetraking process analyzed the guest's ocular journey throughout the hotel and the brand; the information was complemented by developing a benchmarking plan upon the observation of its main competitors: Zeus Hotel, Cisne Internacional Hotel, Bella Casona Hotel. The results determined the main variables to be improved in the company: the crossmerchandising (offer of complementary services), the interaction between the company and the client, the external illumination and signalling, and slight modifications in some elements of the brand. It is concluded that in spite of the fact that Shalom Hotel shows competitive advantages, it should potentialize its resources to keep its clients loyal, as this absence would represent the vulnerability of the company due to the strategies of its competitors and thus a decrease in its profitability in the long run Finally, it is recommended the application of the strategies proposed in this study in order to generate loyalty by modifying the hotel's main entrance, the association with nearby restaurants to complement the food service, the implementation of P.O.P. material, the application of auditory and olfactory stimulation strategies and the constant training of the staff.