Análisis de impacto de las estrategias de marketing relacional utilizadas en la Agencia Naviera Global Marglobal s.a. para la fidelización de sus clientes

Abstract

The present study was carried out for the purpose that constitutes the fundamental experience in which the contact between the organization and the client takes place in an appropriate manner, as well as how this relationship is carried out, for this we must take into account an "Impact Analysis of The Relationship Marketing Strategies used in the Agencia Naviera Global Marglobal SA for the loyalty of its clients "for the conservation or loss of a client in the establishment as an object of study. It is therefore imperative that organizations analyze the type of service as the essential element in which the very meaning of its existence and relevance lies. To this end, the theoretical framework identifies the main aspects that make up the strategic planning system, the main elements that make up the customer service, as well as the general and basic aspects that make up the CRM tool (Customer Relationship Management). aims to create a support tool that facilitates the company to identify and satisfy each expectation expected by each client, whether internal or external, taking into account the commitment that its employees have with MARGLOBAL SA to improve the performance of the shipping company through the collaboration and constant responsibility of its workers, promoting a good attitude to achieve a quality customer service to generate impact in the services provided by the organization. In accordance with the above, the study was conducted and this manual was prepared with the hope that the different aspects that are the key to a successful and favorable reaction between the client and MARGLOBAL S.A. will be taken into account.