“MODELO ESTRATÉGICO DE COMERCIALIZACION BASADO EN LA EXPERIENCIA DEL CLIENTE PARA LAS PYMES DEDICADAS A LA VENTA DE MUEBLES PARA EL HOGAR EN LA CIUDAD DE GUAYAQUIL”

Abstract

This research paper aims to verify that the small and medium enterprises selling home furniture in the city of Guayaquil, do not have established a strategic model based on customer experience; and therefore have not an important growth in recent years. Also, the definitions and the importance of innovation, human talent, displays at points of sale, service, customer experience at every point of contact with the brand, and other relevant variables, that as a strategic marketing model that delivers loyal customers, are studied. In addition, this research details the market situation and the current trend in this kind of business. Finally, it analyzes the current situation of furniture stores in this city and concludes detailing whether or not you need to apply strategic solutions in these companies.