Plan de marketing relacional para fidelizar la cartera de clientes de la farmacia Farmavida de la ciudad de Riobamba

Abstract

The following research work is entitled "Relational Marketing Plan to Build Customer Loyalty for Farmavida Pharmacy in the city of Riobamba." As a new pharmacy in the market, Farmavida lacks a marketing plan, brand positioning, and knowledge of customer loyalty strategies. The aim is to increase customer satisfaction levels and generate better profitability. Various research methods were employed to collect qualitative and quantitative data. The sample size calculation was based on 2010 data from INEC, projected to 2021, resulting in 384 surveys. An observation sheet was designed to monitor customer behavior within the company, with the majority falling into the buyer category. Additionally, several matrices were developed, and a situational analysis of the pharmacy identified strengths, opportunities, weaknesses, and threats. The survey results, conducted through Google Drive among current and potential customers, revealed a lack of brand awareness, product knowledge, and awareness of the company's services for Farmavida Pharmacy. Eleven relational marketing strategies were proposed to address these issues, with a strong emphasis on Social Media, CRM Software, and Email Marketing to improve the required positioning of the pharmacy.