Bibliographic citations
Palacios, C., (2019). Revisión sistemática de estudios realizados sobre estrategias de fidelización del hotel Gran Marques de Trujillo, Trujillo 2018 [Trabajo de investigación, Universidad Privada del Norte]. https://hdl.handle.net/11537/21561
Palacios, C., Revisión sistemática de estudios realizados sobre estrategias de fidelización del hotel Gran Marques de Trujillo, Trujillo 2018 [Trabajo de investigación]. PE: Universidad Privada del Norte; 2019. https://hdl.handle.net/11537/21561
@misc{sunedu/3017510,
title = "Revisión sistemática de estudios realizados sobre estrategias de fidelización del hotel Gran Marques de Trujillo, Trujillo 2018",
author = "Palacios Pretel, Carmen Cecilia",
publisher = "Universidad Privada del Norte",
year = "2019"
}
This research is based on the study of "Systematic review of studies conducted on loyalty strategies of the Hotel El Gran Marques Trujillo, Trujillo 2018", companies dedicated especially to the hotel industry are currently in a highly competitive environment, this is why that it is essential to apply strategies linked to the management of relationships with customers, in order to retain them. That is why the initiative to develop an internship report arises, which seeks the retention of customers through a structured loyalty program designed for the Gran Marques Hotel. The report presents as a general objective the proposal of a loyalty plan to maintain the portfolio of customers in the company. In the same way, the methodology used for the development of the report is framed in a feasible project, with a level of descriptive research and a design established as field. Thus, it was then possible to establish a strategic structure for the development of the report, collecting results directly from the organization and offering a proposal designed specifically for the Gran Marques Hotel. The questionnaire- type survey applied to a sample of clients drawn from a finite population was applied as a data collection instrument, yielding as clear results weaknesses in the relations by the hotel, with its clients. Likewise, customer profiles adapted to the characteristics of them were developed according to their purchase frequency, to finally propose and through phases, the loyalty program. Finally, it was concluded that the company under study must implement the proposed plan to eradicate the weaknesses found in the basic relationships they have with their customers, thus seeking stability and increased sales.
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