Análisis de las estrategias de marketing de automatización para la fidelización de clientes en los servicios de mensajería y logística en la ciudad de Guayaquil.

Abstract

The study explores automated marketing strategies to improve management in the courier and logistics market in Guayaquil. This survey, which sought to describe what users think about automated notifications, digital shipment tracking, after-sales support, and message personalization, covered 384 respondents over 18 years old living in the city. The results indicate that the appeal of tracking is built into the service itself and automation only partially focuses on operational communication. After-sales is felt only a few times and personalization is limited, which reduces possibilities to strengthen the relationship after delivery satisfactorily. Satisfaction and intention to return show a positive trend; recommendation increases even more if the user perceives more personalized messages. We propose an automated loyalty model, divided into profiles and service stages, with indicators for satisfaction, repetition, and self-offer. After using these loyalty methods, companies will be able to obtain greater return.