Diseño de un programa de membresías para cadena hotelera ecuatoriana, enfocado en las preferencias del mercado nacional : un estudio de caso.

Abstract

The main objective of this case study is to develop a membership program focused on the preferences and needs of the corporate national market for the largest Ecuadorian hotel chain in order to capture and maintain customer loyalty towards a national product. This hotel chain owns seven hotels in three regions of the country, distributed in the coastal, mountain and island regions. Each of these properties are categorized as five-star hotels due to their high level of service and personalized customer service, for creating experiences in their stays, for possessing luxury facilities and for offering a variety of services. However, due to the high competition that currently exists in the hotel market in Ecuador; the company has been affected by loss of clients and low sales performance in each of its properties. The study seeks to propose a membership program that has a benefit relationship between customer - company and at the same time, allows the customer to know each of the establishments obtaining benefits and allowing a brand positioning.