Marketing relacional y propuesta de fidelización para una empresa de servicios publicitarios

Abstract

Relationship marketing is a derivation created based on traditional marketing, with the aim of improving communication with potential and current customers to foster loyalty and create long-term relationships. Based on the aforementioned, the present study applied a relationship marketing strategy in an advertising services company, validated by seven experts using the Delphi method, with the aim of increasing customer loyalty. The strategy was based on the methodology proposed by the EAE Business School, in which five steps were taken into account: Diagnosis of the company, generating two-way communication, monitoring of interests and needs, analysis and provision of information collected, and implementation of a technological tool. CRM. The result obtained was a relational marketing proposal based on the aforementioned steps, together with an implementation schedule and its risk matrix, which allowed consolidating the validity of the proposal. Due to the situation, the implementation of the CRM tool was a limitation. This research could be replicated as an improvement strategy in other sectors.