Propuesta de estrategias CRM para fidelizar a los clientes de la Empresa Almacenes Buen Hogar Unihogar compañía limitada, de la ciudad de Riobamba, período 2013

Abstract

The proposal of this research is to find improvement opportunities to benefit to “Almacenes Buen Hogar Unihogar” Company, since it pretends to achieve customers’ loyalty and acquire greater market share in the city, taking advantage of the available resources to the company and also the great contributions offered by technology. In this context, the identification of the need for implementing CRM strategies in this organization was the primary basis for analyzing the current situation of the company against the strategies used by competition. By means of surveys made to internal and external customers, interviews to the enterprise executives, and the manager of the clinic CIROI which applies CRM strategies, a proposal was presented with all strategies considered useful to Buen Hogar Company.