Bibliographic citations
Elias, M., Mamani, A. (2023). Sistema Web de Gestión de Campañas para incrementar la fidelización de nuestros clientes de estrato micro y pequeña empresa del sector de alimentos [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670925
Elias, M., Mamani, A. Sistema Web de Gestión de Campañas para incrementar la fidelización de nuestros clientes de estrato micro y pequeña empresa del sector de alimentos [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670925
@misc{renati/1296274,
title = "Sistema Web de Gestión de Campañas para incrementar la fidelización de nuestros clientes de estrato micro y pequeña empresa del sector de alimentos",
author = "Mamani Puclla, Angel Jhonatan",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
This work of professional sufficiency has as its main objective increase customer loyalty in micro and small businesses in the food sector through the implementation of a web campaign management system linked to digital marketing. The organization under study lacked a web system that facilitated communication through digital channels with customers in this segment. The proposed strategy consists of establishing constant communication of promotions with the organization's clients, thus addressing the problem of poor loyalty in the stratum of micro and small businesses. To do this, a web system was designed that is integrated with digital channels such as SMS and WhatsApp, with the purpose of enhancing loyalty by creating information campaigns about current promotions. The development of the web system was carried out using .NET Framework technology and applying the MVC design pattern to ensure a modular structure, scalability and ease of maintenance. As a final evaluation of the system, a twenty-question questionnaire was administered to five experts in Business Development, Administration and Systems, using Cronbach's alpha measurement indicator. The results indicated an internal consistency and reliability of 87.3% for the proposed web campaign management system. These findings support the effectiveness and solidity of the developed system to improve customer loyalty in the micro and small business segment of the food industry, reaching at least 8%.
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