Relationship marketing to improve customer loyalty in savings and credit cooperatives in the canton of Latacunga- Ecuador
Main Article Content
Keywords
Client, loyalty, relationship marketing, Savings and Credit Cooperatives, strategies
Abstract
In today’s society marketing is fundamental for companies and organizations: that want to emerge in the market, that experience changes and difficulties to understand the new environment, mainly the saturation of markets and the evolution of competition. In the companies and organizations, it was identified that one of the main problems in the business field is the inadequate application of customer loyalty strategies, taking into account that the approach of relational marketing allows to improve the quality of the service based on the personalized treatment in relation to the loyalty of both internal and external customers. Today customer loyalty is vital in business because the customer is the one who will finally decide the destiny of many companies and organizations, as it is who has the choice of purchase or consumption. Hence, this research aims at the study of relational marketing as a strengthening of small companies in the financial sector and
the design of the scheme of a marketing plan that include strategies for customer loyalty. The method used in this study is the descriptive; through the application of techniques of documentary analysis, observation and surveys.
For this purpose, a questionnaire is used for clients of the Cooperatives. The methodology is quantitative and qualitative, where the primary and secondary research is the same that is essential to support the results obtained in the research. The purpose of the project is to provide relevant information so that the small savings and credit cooperatives in the canton can apply it and strengthen themselves in the market both
competitively and economically, through the use of the relational marketing plan. Also, it will help to generate a long-term relationship between the client and the company.
the design of the scheme of a marketing plan that include strategies for customer loyalty. The method used in this study is the descriptive; through the application of techniques of documentary analysis, observation and surveys.
For this purpose, a questionnaire is used for clients of the Cooperatives. The methodology is quantitative and qualitative, where the primary and secondary research is the same that is essential to support the results obtained in the research. The purpose of the project is to provide relevant information so that the small savings and credit cooperatives in the canton can apply it and strengthen themselves in the market both
competitively and economically, through the use of the relational marketing plan. Also, it will help to generate a long-term relationship between the client and the company.
References
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Agüero Cobo, L. (2014). Estrategias de Fidelizacion de Clientes. Obtenido de https://reposi tori o .unican.es/xml u i / b i tst ream/h a n d l e / 1 0 9 0 2 / 4 4 7 4 /%5B2%5D%20A g % C 3 % B C e r o % 2 0 C o b o % 2 0 L .pdf?sequence=1
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Bordonaba Juste, M. V., & Garrido Rubio, A. (2001). Marketing de relaciones ¿Un nuevo paradigma? Proyecto social: Revista de relaciones laborales(9), 25-44.
Cobo Quesada, F. B., Hervé, A., & Aparicio Sánchez , M. S. (2010). Emprender en clave de marketing: propuestas conceptuales y prácticas. Anuario Jurídico y Económico Escurialense(43), 373-392.
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Córdova López, J. F. (2009). Del marketing transaccional al marketing relacional. Entramado, 5(1), 6-17.
Corona Vazquez, G. (01 de 01 de 2012). Comportamiento del Consumidor. Obtenido de http://www.aliat.org.mx/BibliotecasDigitales/economico_administrativo/Comportamiento_del_consumidor.pdf
Day, G., & Wensley, R. (1988). Assessing Advantage: A Framework for Diagnosing Competitive Superiority. Journal of Marketing, 52(2), 1-20.
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Gómez, I. (18 de 6 de 2009 ). Enfoque al cliente. Principios de la calidad. Obtenido de http://hederaconsultores.blogspot.com/2009/06/enfoque-al-cliente-principios-de-la.html
Grönroos, C. (1994). From marketing mix to relationship marketing. Management Decision, 32(2), 4-20.
Grönroos, C. (1996). Relationship marketing: strategic and tactical implications. Management Decision, 34(3), 5-14.
Gummesson, E. (1987). The new marketing. Developing long-term interactive relationships. Long Range Planning, 20(4), 10-20.
Gundlach, G., & Murphy, P. (1993). Ethical and Legal Foundations of Relational Marketing Exchanges. Journal of Marketing, 57(4), 35-46.
Guzmán Miranda, J. C. (2014). Estrategia de marketing relacional para lograr la fidelización de los clientes. Apuntes Universitarios, 4(2), 25-42.
Harris, D. (20 de 4 de 2013). Estrategia de servicio al cliente. Obtenido de http://www.ehowenespanol.com/definicion-estrategiaservicio-cliente-hechos_90616/
Kotler, P. (2001). DIRECCIÓN DE MERCADOTECNIA. Obtenido de http://cvonline.uaeh.edu.mx/Cursos/Lic_virt/Mercadotecnia/DMKT012/UNIDAD%20II/22_lec_direccion_mercadotecnia.pdf
Kotler, P., & Armstrong, G. (11 de 10 de 2012). Marketing. Obtenido de https://p r o fdarioma r k e t i n g . f i l e s . w o r d p r e s s .com/2014/03/marketing_kotler-armstrong.pdf
Kotler, P., & Lane Keller, K. (2006). Dirección del Marketing. México: Pearson Educación de México, S.A. de C.V.
Martínez, E., Abad, R., & Navarro, E. (1 de Abril de 2005). MARKETING RELACIONAL. Obtenido de http://www.rrppnet.com.ar/marketingrelacional.htm
Merino, S. E. (25 de 01 de 2014). Marketing y Gestion de Negocios. Obtenido de Plan de marketing: http://repositorio.uta.edu.ec/
handle/123456789/6593
Morgan, R., & Hunt, S. (1994). The Commitment- Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
Palate Cholota , E. N. (20 de Julio de 2015). El Marketing Relacional y la Fidelización de los. Obtenido de http://repo.uta.edu.ec/bitstream/123456789/13966/1/398%20MKT.pdf
Pérez, M. (2 de Febrero de 2015). ¿Qué son los programas de fidelización y por qué debes apostar por ellos? Obtenido de https://blog.hubspot.es/marketing/que-son-los-programasde-
fidelizacion
Salinas, R. (17 de 09 de 2008). Enfoque al cliente. Obtenido de http://www.ricardosalinas.com/blog/blog.aspx?GUID=44aa52a6-9ad7-4c29-8289-d1083c00eb9e
Webster, F. (1992). The Changing Role of Marketing in the Corporation. Journal of Marketing, 56(4), 1-17.
Agüero Cobo, L. (2014). Estrategias de Fidelizacion de Clientes. Obtenido de https://reposi tori o .unican.es/xml u i / b i tst ream/h a n d l e / 1 0 9 0 2 / 4 4 7 4 /%5B2%5D%20A g % C 3 % B C e r o % 2 0 C o b o % 2 0 L .pdf?sequence=1
Alcalde, P. (2010). Calidad. España: Paraninfo. Barrón Araoz, R. (2011). MARKETING RELACIONAL COMO ESTRATEGIA DE LOS NEGOCIOS DEL PERÚ. Revista de la Facultad de Ciencias Contables, 19(36), 57-62.
Barroso Castro, C., & Armario, E. M. (1999). MARKETING RELACIONAL. Madrid: ESIC EDITORIAL.
Berry, L. (1995). Relationship marketing of services—growing interest emerging perspectives. Journal of the Academy of marketing Science, 2(4), 236-245.
Bordonaba Juste, M. V., & Garrido Rubio, A. (2001). Marketing de relaciones ¿Un nuevo paradigma? Proyecto social: Revista de relaciones laborales(9), 25-44.
Cobo Quesada, F. B., Hervé, A., & Aparicio Sánchez , M. S. (2010). Emprender en clave de marketing: propuestas conceptuales y prácticas. Anuario Jurídico y Económico Escurialense(43), 373-392.
Cohen, W. (2008). El plan de marketing. España: Ediciones Deusto.
Córdova López, J. F. (2009). Del marketing transaccional al marketing relacional. Entramado, 5(1), 6-17.
Corona Vazquez, G. (01 de 01 de 2012). Comportamiento del Consumidor. Obtenido de http://www.aliat.org.mx/BibliotecasDigitales/economico_administrativo/Comportamiento_del_consumidor.pdf
Day, G., & Wensley, R. (1988). Assessing Advantage: A Framework for Diagnosing Competitive Superiority. Journal of Marketing, 52(2), 1-20.
Garrido Rubio, A., & Bordonaba Juste, M. V. (2001). Marketing de relaciones, ¿Un nuevo paradigma? Proyecto social: Revista de relaciones laborales(9), 25-44.
Gómez, I. (18 de 6 de 2009 ). Enfoque al cliente. Principios de la calidad. Obtenido de http://hederaconsultores.blogspot.com/2009/06/enfoque-al-cliente-principios-de-la.html
Grönroos, C. (1994). From marketing mix to relationship marketing. Management Decision, 32(2), 4-20.
Grönroos, C. (1996). Relationship marketing: strategic and tactical implications. Management Decision, 34(3), 5-14.
Gummesson, E. (1987). The new marketing. Developing long-term interactive relationships. Long Range Planning, 20(4), 10-20.
Gundlach, G., & Murphy, P. (1993). Ethical and Legal Foundations of Relational Marketing Exchanges. Journal of Marketing, 57(4), 35-46.
Guzmán Miranda, J. C. (2014). Estrategia de marketing relacional para lograr la fidelización de los clientes. Apuntes Universitarios, 4(2), 25-42.
Harris, D. (20 de 4 de 2013). Estrategia de servicio al cliente. Obtenido de http://www.ehowenespanol.com/definicion-estrategiaservicio-cliente-hechos_90616/
Kotler, P. (2001). DIRECCIÓN DE MERCADOTECNIA. Obtenido de http://cvonline.uaeh.edu.mx/Cursos/Lic_virt/Mercadotecnia/DMKT012/UNIDAD%20II/22_lec_direccion_mercadotecnia.pdf
Kotler, P., & Armstrong, G. (11 de 10 de 2012). Marketing. Obtenido de https://p r o fdarioma r k e t i n g . f i l e s . w o r d p r e s s .com/2014/03/marketing_kotler-armstrong.pdf
Kotler, P., & Lane Keller, K. (2006). Dirección del Marketing. México: Pearson Educación de México, S.A. de C.V.
Martínez, E., Abad, R., & Navarro, E. (1 de Abril de 2005). MARKETING RELACIONAL. Obtenido de http://www.rrppnet.com.ar/marketingrelacional.htm
Merino, S. E. (25 de 01 de 2014). Marketing y Gestion de Negocios. Obtenido de Plan de marketing: http://repositorio.uta.edu.ec/
handle/123456789/6593
Morgan, R., & Hunt, S. (1994). The Commitment- Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38.
Palate Cholota , E. N. (20 de Julio de 2015). El Marketing Relacional y la Fidelización de los. Obtenido de http://repo.uta.edu.ec/bitstream/123456789/13966/1/398%20MKT.pdf
Pérez, M. (2 de Febrero de 2015). ¿Qué son los programas de fidelización y por qué debes apostar por ellos? Obtenido de https://blog.hubspot.es/marketing/que-son-los-programasde-
fidelizacion
Salinas, R. (17 de 09 de 2008). Enfoque al cliente. Obtenido de http://www.ricardosalinas.com/blog/blog.aspx?GUID=44aa52a6-9ad7-4c29-8289-d1083c00eb9e
Webster, F. (1992). The Changing Role of Marketing in the Corporation. Journal of Marketing, 56(4), 1-17.
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Published
May 29, 2017
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Relationship marketing to improve customer loyalty in savings and credit cooperatives in the canton of Latacunga- Ecuador. bol.redipe [Internet]. 2017 May 29 [cited 2024 Nov. 24];6(5):177-95. Available from: https://revista.redipe.org/index.php/1/article/view/271
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How to Cite
1.
Relationship marketing to improve customer loyalty in savings and credit cooperatives in the canton of Latacunga- Ecuador. bol.redipe [Internet]. 2017 May 29 [cited 2024 Nov. 24];6(5):177-95. Available from: https://revista.redipe.org/index.php/1/article/view/271