Plan de marketing integral para fidelizar la cartera de clientes de la empresa Gimnasio Lomas de la ciudad de Riobamba-Chimborazo

Abstract

Currently, social networks have taken great importance in the daily lives of people, this fact has caused a boom in the marketing strategies of companies, in order to reach their potential customers or direct audience, as the main facility of these new technological tools. The main objective of this study was to propose a comprehensive marketing plan to strengthen the loyalty of customers to a gym in the city of Riobamba. The proposal was developed in response to the need to strengthen customer loyalty to the business, so several strategies are used to help the gym to provide a service that allows the customer to take ownership of the service and this is a differentiating factor from the competition. We started from a situational analysis of the gym, as well as the perspective of those who work in the place, we considered and value the recommendations of the client in order to focus on this total satisfaction. As well as focusing on the welfare of the staff, as this is reflected at the time of serving the customer, giving the opening for better communication between both the operating staff and management, improving these aspects, giving additional value to the service currently offered, differentiate from the competition and above all consolidate a culture focused on the customer, this being the focal point of every decision.