Plan de merchandising para fidelizar la cartera de clientes de la empresa GpData Servicios Ambientales y Seguridad Industrial Cia. Ltda en la ciudad de Riobamba

Abstract

The main goal of this research project is to design a merchandising plan to build customer loyalty to the client portfolio of the company GpData, environmental services and industrial safety Cia. Ltda. headquartered in Riobamba city. For its development, different techniques and instruments were used to collect the necessary information for its execution, a survey was applied to the current clients of the company and an interview to the administrative manager of the organization, the calculation of the sample was carried out with the formula of finite population and with the total population of current customers of the company in Riobamba city. Once these instruments and techniques were applied, the results showed that the company GpData needs the application of merchandising within its facilities, because its business environment has changed, it lacks of advertising strategies that generates visual impact and a lack of knowledge about tastes and preferences of customers to retain them. To solve this problem, it was necessary to design visual merchandising, management and seduction strategies that generate new experiences and activate the emotions of customers in order to guarantee customer loyalty with the company. Therefore, the application of strategies proposed in this study is recommended.