Análisis de estrategias de marketing relacional para la tienda virtual Nutrionline.

Abstract

This research analyzes the case of NutriOnline, an online store in Guayaquil dedicated to the sale of healthy foods, with the aim of designing relationship marketing strategies aimed at increasing customer loyalty. This thesis will address a theoretical framework that integrates concepts of e-commerce, digital marketing, and consumer behavior. It emphasizes responsible consumption and user experience. Quantitative and qualitative research was applied. The results show that personalized content, exclusive promotions, and prompt and empathetic customer service are determining factors in strengthening consumer loyalty. The conclusion is that a comprehensive loyalty plan has significantly increased repeat purchases. One of the objectives of this thesis is to provide an academic contribution to business models and similar research.