EL MARKETING RELACIONAL COMO ESTRATEGIA DE FIDELIZACIÓN DE CLIENTES ANTE LA RESTRICCIÓN DE IMPORTACIONES EN ECUADOR. CASO SERIPACAR S.A.

Abstract

In order to boost and protect the domestic productive sector, on March 6, 2015, safeguards measures were implemented in Ecuador, which had an impact on the behavior of companies and customers. In a more competitive economic context, companies are forced to employ strategies that ensure profitable growth. The only factor that will help this to happen will be the long-term business relationships with clients promoted by relational marketing. This study analyzes, under a qualitative methodology, the relational marketing strategies that the company Seripacar used, given the scenario of restriction of the products that it commercializes. The results of the research show that, although there has been an influence between the client and the company in Ecuador's political environment, when relationship marketing is put into practice, the client feels satisfied and this satisfaction will lead to repetition of purchase and therefore to the loyalty of the consumer.