LA EXPERIENCIA DE MARCA Y SU INCIDENCIA EN LA FIDELIZACIÓN DE LOS CLIENTES. UN COMPARATIVO ENTRE SWEET & COFFEE Y JUAN VALDEZ

Abstract

The purpose of this study is to establish a comparative analysis between the marketing strategies applied by the brands, in order to determine their impact on customer loyalty. In that sense, two coffee shops located in the city of Guayaquil: Sweet & Coffee and Juan Valdez were selected to evaluate relational marketing strategies and the generation of benefits for companies. So a survey of 320 users of these brands was applied, according to the SERVPERF model, postulated by Taylor and Cronin in 1992, whose dimensions contain five categories: tangible elements, security, responsiveness, empathy and reliability. Through this evaluation, the main result was that generic customer loyalty strategies are best applied by Sweet & Coffee who also care about empowering their staff, achieving better customer service and resulting in a loyal customer. While Juan Valdez, he has not considered applying strategies such as staff training, responsiveness and facilities where the business develops. This concludes that branding experience has a direct bearing on customer loyalty when using generic loyalty strategies.