Commercial Strategies for Customer Loyalty of an SME Company in the Commercial Sector

Authors

Florian Castillo, Odar Roberto

Aguilar Rivas, Anghela Daleska

Limo Cisterna, Fiorella Geraldine

Abstract

The objective of the research was to design commercial strategies for customer loyalty in an SME of the commercial sector dedicated to the commercialization of chemical inputs for the leather industry. This study was prospective, applied classification, with a qualitative and descriptive approach. Surveys were applied to a convenience sample of 25 frequent customers and company personnel, validated by expert judgment and Cronbach's alpha with 0.87. Detonating that the organization complies with what is necessary; however, they do not exceed the expectations of their clients, due to the absence of good management and development of commercial strategies. Based on the internal and external analysis, two commercial strategies focused on the implementation of technological tools were proposed, designing an interface for the technical service request module and the creation of an interactive digital catalog. Estimating a total cost of S/20,437