Bibliographic citations
González, J., (2015). Estrategias de marketing y su incidencia en la fidelización de los clientes en el salón de té “El Pernil” de la ciudad de Trujillo en el año 2015 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/9162
González, J., Estrategias de marketing y su incidencia en la fidelización de los clientes en el salón de té “El Pernil” de la ciudad de Trujillo en el año 2015 [Tesis]. PE: Universidad Privada del Norte; 2015. https://hdl.handle.net/11537/9162
@misc{renati/523983,
title = "Estrategias de marketing y su incidencia en la fidelización de los clientes en el salón de té “El Pernil” de la ciudad de Trujillo en el año 2015",
author = "González Durand, Juan José",
publisher = "Universidad Privada del Norte",
year = "2015"
}
This research seeks to answer the question: To what extent marketing strategies influence customer loyalty in the Tea Room “The Pernil” in the city of Trujillo, in 2015?. Its overall objective: Assess how marketing strategies influence in customer loyalty and specific objectives: Analyze the current situation of Tearoom “The Pernil”, identify the marketing strategies used by the Tea Room “The Pernil”, identifying the main reasons why customers return to consume in the Tearoom and implement marketing strategies in the Tea Room “The Pernil” of Trujillo in 2015, in order to increase customer preference and improve care in order to obtain the loyalty of them. For personal data collection surveys, an exit poll, crosses, interview the owner, in order to obtain information about the tearoom “The Pernil” developed. In addition an indicator known as NPS (Net Promoter Score) to determine the degree of customer loyalty, with which it was obtained as a result that only 15% of respondents are fidelizadas with Tea Room “The Pernil” was used. Indicating a low level despite being a tearoom with 15 years in the market Trujillo, which should already be in a high rate of loyalty, this low level of loyalty is due to the low investment in advertising and not marketing strategies have to allow strengthened. The proposed marketing strategies such as differentiation which proposes change and innovate the products offered by the Tea Room “The Pernil” according to the preferences and requirements of its customers, always with high quality developed; using social media to reach their customers and maintain direct communication with them. Another proposal is the promotion strategy Which is based on a reward system Proposed by “Pernil VIP” card Which STI rewards regular customers in order to recommend the company to creating customer value -added benefit, Present invest in advertising will help Attract more customers by careful attention to quality products and Obtain the Desired much it Improving customer loyalty by 30 % to Obtain a Total of 45 % in customer loyalty.
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