Plan de merchandising para la fidelización de los clientes de Hakin Kennel HK mascotas ubicada en la ciudad de Riobamba

Abstract

The main purpose of this research was to apply strategies focused on the loyalty of the clients of Hakin Kennel HK Mascotas in the city of Riobamba. A methodological framework that provided the different tools, instruments, and techniques according to the research included the interview through the RMG matrix with the merchandising variables, the survey that applied to current clients, and finally, the observation sheet that allowed the tour of the company's facilities for data collection and competitor analysis. The main findings determined that the company must improve the internal and external areas with a more appealing and pleasant approach. For this reason, some changes are necessary, such as applying aromas in different areas and readjusting the waiting room to make customers feel more comfortable. Also, it is essential to implement a recreation area for pets, a content plan for social networks which will generate more impact on current and potential customers, as well as the placement of music to help reassure pets during their stay on the surface. In this context, even though Hakin Kennel HK Mascotas owns a complete service in terms of pet care, it needs to take advantage of its resources to build customer loyalty, to avoid possible losses. Finally, implementing the strategies and tactics proposed in this research is an innovative recommendation since this process intends to fulfil the stated objective.