Marketing strategies of services for the loyalty of the customers of the aje company, located in the city of guayaquil

Abstract

AJE is a company that presents deficiencies in the provision of customer service, it is in attention to this that the present research poses strategies of marketing services for the loyalty of customers of the company AJE, located in the city of Guayaquil. It is a mixed research: qualitative and quantitative, in which the descriptive, explanatory method is applied. The empirical methods were the interview, using survey and observation as instruments of information collection. The results of the instruments applied indicate that customers consider customer service to be the most important factor when purchasing products. The implementation of service marketing strategies based on a protocol of attention, customer tracking, attention through virtual interaction channels, a program of rewards and education to customers in marketing and sales; positively influence the loyalty of retail customers of the company AJE, feeling that the company cares more about them.