Journal of Business and entrepreneurial
January . March Vol. 8 - 1 - 2024
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e-ISSN: 2576-0971
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Loyalty Strategies for La Agencia Mano Negra de
Latacunga
Estrategias de Fidelización para La Agencia Mano Negra de
Latacunga
Eliana Nathalie Palma Corrales
*
William Bolívar Morales Suárez
*
Maria Crystina Sarzosa Troya
*
Monica Patricia Salazar Tapia
*
ABSTRACT
Customer loyalty is essential for a company to
survive economically and within marketing is one of
the most accessible strategies because it does not
need to invest larger sums of money as in the
acquisition of new customers. Based on these
arguments, this research aims to develop strategies
to increase customer loyalty in the Mano Negra
Agency in the city of Latacunga, in order to
strengthen the knowledge that the company has.
Focused on the stated objective, an inductive
research was developed with a quantitative
approach, field and documentary design with cross-
sectional and descriptive level, where surveys were
conducted to 174 customers who bought more than
once in the company, the questionnaire consisted of
* Msc. Universidad Técnica de Cotopaxi, Commercial Engineer,
Master in Marketing, , eliana.palma@utc.edu.ec,
https://orcid.org/0000-0001-6515-5925
* Msc. Universidad Técnica de Cotopaxi, B.S. in Marketing,
william.morales4@utc.edu.ec, https://orcid.org/0009-0009-4880-
4466
* Msc. Escuela Politécnica Del Ejercito, Engineer in Financial
Management, Master in International Financial Accounting
Management, mcsarzosa2@espe.edu.ec, https://orcid.org/my-
orcid?orcid=0000-0003-0714-0498
* Msc. Universidad Técnica de Cotopaxi, Systems Engineer,
Master in Business Administration,
monica.salazar8191@utc.edu.ec, https://orcid.org/0000-0001-
7276-3099
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three sections, demographic data, The questionnaire
consisted of three sections, demographic data,
influential factors in the purchase decision and loyalty
strategies, it was carried out by stratified sampling
grouping the population in the eight product lines as
established in the business and it was concluded in
nine main strategies that should be focused to be able
to build customer loyalty, which are: knowing the
customer's perception of the product, coordination
among the company's personnel, physical and digital
sales tools, fluid communication, effective solutions
to inconveniences, personalized treatment,
innovation and surprise, privileged attention and
benefits according to the customer's needs, all
supported by Alcaide as a reference in customer
loyalty, a moderately significant degree of
relationship between the variables studied was also
evidenced.
Keywords: Loyalty, strategies, repurchase factors,
customers,
RESUMEN
La fidelización de clientes es primordial para que una
empresa logre subsistir económicamente y dentro de
la mercadotecnia es una de las estrategias más
accesibles debido a que no necesita invertir mayores
sumas de dinero como en la adquisición de nuevos
clientes. Con base en estos argumentos la presente
investigación tiene como objetivo desarrollar las
estrategias que permitan aumentar la fidelidad de sus
clientes en la Agencia Mano Negra de la ciudad de
Latacunga, con el propósito de reforzar los
conocimientos que la empresa posee. Enfocado al
objetivo planteado, se desarrolló una investigación
inductiva con enfoque cuantitativo, diseño de campo
y documental con corte transversal y de nivel
descriptivo, donde se realizó! encuestas a 174 clientes
que compraron en más de una ocasión en la empresa,
el cuestionario constó de tres secciones, datos
demográficos, factores influyentes en la decisión de
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compra y estrategias de fidelización, se efectúo
mediante un muestreo estratificado agrupando a la
población en las ocho líneas de productos según lo
establecido en el negocio y se concluyó en nueve
principales estrategias que debe centrarse para
poder fidelizar a los clientes que son: conocer la
percepción del cliente sobre el producto,
coordinación entre el personal de la empresa,
herramientas físicas y digitales de venta,
comunicación fluida, soluciones eficaces a
inconvenientes, trato personalizado, innovación y
sorpresa, atención privilegiada y beneficios acorde a
la necesitad del cliente, todo esto sustentado en
Alcaide como referente en fidelización de clientes,
también se evidenció un grado de relación
moderadamente significativa entre las variables
estudiadas.
Palabras clave: Fidelización, estrategias, factores
de recompra
INTRODUCTION
In the marketing field, loyalty emerges as an accessible and effective strategy to maintain
customer preference and ensure sustainable growth. That is why the present research
has been carried out with the objective of developing strategies that allow them to
achieve this purpose.
In the development of this descriptive research, a quantitative approach is adopted in
three essential sections: demographic data, factors in the purchase decision and the
loyalty strategies used by the company.
Stratified sampling with selection criteria based on the company's product lines is the
methodology chosen to carry out the descriptive cross-sectional study. The results of
the research shed light on nine fundamental strategies that the Mano Negra Agency
should focus on to strengthen the ideality of its clients, offering concrete
recommendations and perspectives that can guide the company to have a closer and
more lasting relationship with its clients, in an increasingly competitive and demanding
environment.
With an eye on the future, the value of customer loyalty remains a vital element for the
growth and success of the company in a world of constant evolution.
According to Philip Kotler (1980), one of the most influential authors in the field of
modern marketing, marketing is "the social and administrative process by which groups
and individuals satisfy their needs by creating and exchanging goods and services".
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Marketing can be defined as everything that is done in the process of exchange of
products or services between seller and buyer, seeking mutual benefit and generating
profitability.
Today's marketing approach is based on precise market segmentation, tailoring messages
in a personalized way and building lasting relationships. Special attention is devoted to
the use of data and analytics to make informed decisions and adjust strategies in a timely
manner. The field of marketing, as an essential discipline in business, has undergone a
process of constant transformation over time. From its origins to the present digital era,
it has evolved significantly, adjusting to changing consumer demands and expectations.
As the preeminent marketing expert, Philip Kotler, eloquently noted, "Marketing is not
the art of selling what you produce, but the ability to determine what to produce." This
statement reflects the shift from a production-centric approach to a customer-centric
approach, which marked the beginning of the evolution of marketing.
Authors such as Herbert Simon, in his theory of bounded rationality, and Daniel
Kahneman, with his work in behavioral economics, have revealed that purchasing
decisions are not always perfectly rational, but are often influenced by biases and
heuristics. Richard Thaler, winner of the Nobel Prize in Economics, has also contributed
to the field by exploring how individuals make decisions under uncertainty. Ultimately,
understanding consumer behavior enables companies to tailor their marketing strategies
effectively to meet the needs and wants of the target market.
• The study of consumer behavior in the field of marketing is
• essential to understanding how individuals make purchasing decisions and how
they make
• are influenced by a variety of factors.
• Consumer Behavior
Consumer behavior in marketing refers to the study of the activities, influences and
decisions made by individuals or groups when buying or using a product or service to
satisfy their needs. This knowledge allows companies to develop marketing strategies
based on the benefits that the product or service brings to the consumer, taking into
account the psychological and social aspects that affect them.
Why do we shop in a particular place? Some marketing authors have identified several
factors that influence consumers' purchasing decisions. Some of these factors are the
quality of the product, the price, the brand, the location of the store and the company's
advertising. In addition, the authors have also identified that consumers shop at a certain
location because it is convenient for them and because they like the store's ambiance.
According to the American Marketing Association (A.M.A.), the customer is "the
potential or actual buyer of the products or services offered by a company".
Philip Kotler, an influential author in the field of marketing defines a customer as
"someone who buys a product or service to satisfy a need or desire, either for personal
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consumption or for business use. The customer is the heart of any business, as his or
her satisfaction determines the long-term success of the company."
From the marketing point of view, the customer is treated as one of the most important
figures in the industry. In marketing, the customer is positioned at the center and
practically all the tactics and strategies proposed by a company revolve around this
figure.
Ivan Thompson in his article Types of customers exposes different categories of
customers, organized according to their current or potential connection with the
company, the classification starts from two general divisions which are current and
potential customers.
Customer loyalty refers to the likelihood that a customer will make a repeat purchase
with a company or brand. This likelihood is based on customer satisfaction, positive
experiences and the overall value of the goods or services the customer receives from
a company.
Loyalty Marketing" (2002) defines customer loyalty as "the application of marketing
strategies aimed at building and maintaining an ongoing, beneficial relationship with
existing customers. This is achieved by providing positive and unique experiences,
consistently satisfying their needs and desires, which in turn increases customer loyalty,
retention and long-term contribution to the business.
The website conducetuempresa.com explains that every company wants to increase its
income by selling more and that there are two ways to achieve this, one is by getting
"more new customers" and the other by getting "more frequent purchases from current
customers". However, according to studies, getting more customers is not always
beneficial, because it involves a larger budget for customer acquisition and promotion.
Customer loyalty and fidelity.
Customer loyalty and customer loyalty are closely related. Customer loyalty refers to a
customer's willingness to continue purchasing products or services from a particular
company. Customer loyalty refers to a company's ability to retain existing customers
and keep them coming back.
Customer loyalty is an important factor in customer loyalty. Loyal customers are more
likely to return to purchase products or services from a particular company. In addition,
loyal customers are also more likely to recommend a company's products or services
to friends and family; therefore, it is important for companies to focus on customer
loyalty in order to create brand-loyal customers.
Loyalty dimensions and indicators
Customer loyalty is a critical aspect in the business environment and involves various
dimensions and aspects that deserve detailed analysis. Table 1 presents a set of
dimensions and indicators thoroughly investigated in this context based on Alcaide
(2015). These dimensions capture essential elements that influence customer loyalty,
providing a comprehensive view of the factors that contribute to establishing and
maintaining strong customer relationships.
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• Loyalty programs: Loyalty programs offer exclusive rewards and benefits to loyal
customers to make them feel valued and special.
• Personalization of messages and offers: The personalization of messages and
offers allows companies to adapt their communication and promotions to the
needs and preferences of each customer.
• Agent collaboration systems: Agent collaboration systems enable customer
service teams to work together to solve problems and improve the customer
experience.
• Privacy of personal data: The privacy of personal data is essential to build
customer trust and loyalty.
• Continuous process improvement: Continuous process improvement enables
companies to optimize their operations and improve customer experience.
• Measuring customer loyalty is important because it lets companies know
whether their loyalty efforts are working.
There are several ways to measure customer loyalty. One common way is to use surveys
to measure customer satisfaction and customer loyalty. Another way is to use sales data
to measure the frequency with which customers purchase products or services from a
particular company.
Evaluation of the current customer experience related to: Personalization: giving
individual attention and achieving emotional connection; Integrity: building trust;
Expectations: meeting and exceeding customer expectations.
Resolution: change a bad experience into an excellent one; Time and effort: have efficient
processes; Empathy: understand the customer's situation and establish a close
relationship.
Currently, one of the most widely used indexes by organizations to measure loyalty is
the Net Promoter Score (NPS), created in 2003 by Fred Reichheld, which is basically a
survey with a scale of 0 to 10, with the question
How likely are you to recommend the company to a friend?
Promoters are the most loyal and give a score of 9 or 10.
The passive 7 or 8 are the ones that most of the time only buy once.
Detractors of 6 or less are customers who are disappointed with their purchase and
hurt the company's growth and reputation.
The company's overall Net Promoter Score is calculated by subtracting the percentage
of detractors from the percentage of promoters.
The management indicators or KPIs (Key Performance Indicators) also allow us to
measure the effectiveness of the customer loyalty strategy and will serve as a starting
point to analyze in depth those points where weaknesses or opportunities for
improvement are found.
The repurchase rate is another metric that lets you know how many sales in a period
were made by someone who has already purchased a product or service. For example,
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if 100 sales were made in a month and 60 of them were made by customers who have
already purchased at least once, then the repurchase rate is 60%.
MATERIALS AND METHODS
This research was conducted using an inductive method since it starts from primary
information that was obtained directly in the company investigated, from this particular
characteristics were observed that helped to reach theories and general conclusions by
identifying similar patterns through literary sources. It was also cross-sectional because
it collects data at a single time and its purpose is to describe and analyze the variables,
their incidence and interrelation, as mentioned by Hernandez and Mendoza (2018).
The approach of this research is quantitative because it is based on establishing a
numerical variable of customers and then obtaining a clear and objective measurement
of results by assigning numerical values to the categorical variables in the different
statistical software. The numerical results allow us to evaluate the success or
effectiveness of a factor in a quantifiable manner.
For this study, the company provided a database through a spreadsheet of 2100 active
and passive customers, along with sales reports for the last two years, which is the
primary source for this research. First, we proceeded to make a data selection excluding
those who only bought once because the analysis of this study focuses on repurchase,
which is essential for loyalty. Thus, using the data analysis platform
https://lookerstudio.google.com/ to which the spreadsheet obtained was embedded, a
finite population of 605 customers who purchased on two or more occasions was
arrived at. The finite population was established as 605 people, with a probability of
acceptance of 50% and rejection of 50%, a confidence level of 94% and a margin of error
of 6%.
The agency groups its clients according to the products that the client usually buys or
has purchased in greater quantity, these product lines are called: metallic structures,
large format printing, normal format printing, high volume printing, promotional items
and graphic design. The textile line and the sale of supplies were excluded because they
are new products that do not yet have sufficient sales data.
With a sample size of 175 people and taking into account the 6 product lines offered by
the company, 29 people were chosen for each subset of customers.
As in this type of sampling the items are chosen based on criteria pre-established by the
researcher, RFM Analysis was taken into account which is a customer behavior
segmentation technique based on RFM data meaning: Recency / Actuality, Frequency and
Monetary Value. The idea is to survey customers based on the most recent date of
purchase, those who have purchased the most and those who have spent the most in
total.
The instrument to be used is the questionnaire as it allows to identify the most accurate
characteristics for which consumers return to buy from the company, it will be done
through a link of Google forms https://forms.gle/ErBJZok6BgzDtgpy7 that was sent to
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customers through a direct message using the WhatsApp platform
https://web.whatsapp.com/.
Aiming at the objective of deducing the factors for which customers return to buy at
Mano Negra Agency, questions were established for each indicator to help first to know
the status of the company's situation related to interaction with customers.
For the instrument validation stage, the surveys were carried out using digital forms to
approximately 10% of the total sample. The data obtained were recorded in a
spreadsheet and then transferred to the IBM SPSS Statistics 27.0 statistical software to
measure reliability using Cronbach's Alpha, which has the additional advantage of
evaluating how much the reliability of the test would improve (or worsen) if a certain
item were excluded (APPENDIX 1). (APPENDIX 1).
With the results it is concluded that the reliability index of the instrument through
Cronbach's Alpha is higher than 0.9, which gives a reliability of the instrument of
Excellent, so we proceeded to obtain the data of the total sample to continue the
research.
RESULTS
The data handled in the survey are ordinal and quantitative; therefore, frequency and
contingency tables were used for the analysis, which allow for a more accurate handling
of this type of information.
Demographic data
In this research, demographic data were collected and analyzed to provide relevant
information on key sociodemographic characteristics, such as age, gender, educational
level, occupation, marital status, and geographic location. The analysis of demographic
data provides a solid basis for understanding how sociodemographic factors may
influence the responses and behaviors observed in the study, thus providing a more
complete and enriching perspective on the results obtained.
Figure 1 shows that the age of the clients from whom the data was obtained is between
21 and 50 years of age in its highest percentage, without a high differentiation between
their age ranges, there is only a low percentage in the range of people over 51 years of
age.
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Figure 1. Age of clients surveyed.
The segment of customers who commonly buy is in the third level of education
with a variation of 10% more men than women, it is also observed that there are
still men with 2% who only finished primary school.
Figure 3. Gender and highest completed educational level
Figure 4 shows that single clients predominate with 38% and married clients with
16% who work in the private sector; they may be a segment to which loyalty
strategies or other strategies that the agency should focus on.
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Figure 4. Respondents' marital status and employment status
In the following figure it can be seen that 42% of the businesses respond that they are
between 1 and 3 years old, demonstrating the theory that businesses close at an average
of 5 years, we see that the following range is in companies that are more than 7 years
old, which can be considered as mature companies.
Figure 5. Time the client's business has been in operation.
The data shows that clients rank their companies with a national reach of 47%
followed by 23% and 21% at the local and provincial levels respectively, this is not
very significant because companies that operate at the international level may be
less but still generate more profitability.
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Figure 6 . Coverage of surveyed companies.
More than half of the customers surveyed mentioned that they learned about the
company through the recommendation of a friend or family member, which is
very beneficial since one of the main indicators of loyalty is the NPS index, which
is how good a recommendation is given about a business.
In the following tables, the responses are grouped according to the dimensions
proposed in Table 2, which are: customer satisfaction, customer experience,
service quality and brand influence.
These tables represent a comprehensive synthesis of the data collected, organized
in a systematic way to provide an integrated view of the findings. Each table
contains relevant and detailed information on the different aspects investigated,
presenting the results in a precise and understandable manner.
Table 2. Customer satisfaction
Indicator
No
influence
Little
influence
Moderat
e
influence
Great
influence
Maximu
m
influence
Mo
- Product quality
0,0%
2,8%
22,2%
40,0%
35,0%
4
- Ease of use
0,0%
0,0%
20,6%
37,8%
41,7%
5
- Customization of the
product
0,0%
2,8%
17,8%
36,1%
43,3%
5
- Perceived
performance
0,0%
5,0%
26,7%
19,4%
48,9%
5
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- Perception of
price fairness
0,0%
8,3%
18,9%
32,8%
40,0%
5
When evaluating the Customer Satisfaction dimension, it is observed that the
Perceived Product Performance is the one that obtained the highest score with 48.9%
of maximum influence, however it is important the general evaluation that
customers make to this dimension that is above the average of 4, being Ease of
Use the one that has the best average among indicators, it also shows that the
company must improve to some degree the Quality of the product.
Table 3. Customer experience
Indicator
No
influence
Little
influence
Moderat
e
influence
Great
influence
Maximu
m
influence
Mo
- Smooth
communication
4,4%
0,0%
13,3%
40,0%
42,2%
5
- Punctuality in the
delivery
4,4%
2,2%
13,9%
37,2%
42,2%
5
- Added benefit
4,4%
4,4%
23,9%
22,8%
44,4%
5
- After sales solutions
2,2%
4,4%
24,4%
22,8%
46,1%
5
The Customer Experience dimension shows that the Post-sales Solutions are the
highest rated with 46.1% of maximum influence, additional here it is observed that
the added Benefit that the company offers to customers does not help their
Experience to be higher due to the average of 3.98.
Table 4. Quality of service
Indicator
No
influence
Little
influence
Moderat
e
influence
Great
influence
Maximu
m
influence
Mo
- Training of the
SALES STAFF
2,2%
4,4%
20,0%
23,3%
50,0%
5
- Clear procedures
of care
0,0%
4,4%
15,6%
28,3%
51,7%
5
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- Staff empathy
0,0%
4,4%
13,3%
31,1%
51,1%
5
- Accurate visual
information
0,0%
9,4%
11,1%
30,6%
48,9%
5
- Adoption of
technologies
2,2%
7,2%
11,1%
33,3%
46,1%
5
- Security in the
shopping
0,0%
7,2%
8,9%
30,6%
53,3%
5
When analyzing the Quality of Service category, it is evident that, without a doubt,
Security in purchases is the one that has the greatest influence on the buyer's
decision to repurchase, the company should not neglect the training of sales
personnel who must continually adapt to new technologies.
Table 5. Brand influence
Indicator
No
influence
Little
influence
Moderat
e
influence
Great
influence
Maximu
m
influence
Mo
- Identification of the
brand
0,0%
4,4%
15,0%
36,7%
43,9%
5
- Consistent
visual identity
0,0%
7,2%
11,1%
30,6%
51,1%
5
- Positive values of
brand
0,0%
7,2%
12,8%
28,3%
51,7%
5
- Emotional
connection
0,0%
7,2%
20,0%
24,4%
48,3%
5
The perception of positive values transmitted by the agency's brand are
predominant over the other indicators with 51.7% with a maximum influence to
buy again and it is due to the fact that the business has tried to deliver customized
products taking care of the details, however, it must continuously improve the
emotional connection between the company and the client.
Determining the factors that influence the repurchase decision by Mano
Negra Agency customers.
According to the results of the research, it can be deduced that the factors with
the highest percentages for which people return to buy from the aforementioned
company are:
• The performance provided by the product
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• The solution to post-sale problems
• Transaction security
• Positive brand values
In addition, it is possible to add the elements that are not the ones that occupy
the first place but are the next ones by which the company has managed to
maintain some recurrences in its sales:
• Product customization
• Added benefit
• Staff empathy
• Consistent visual identity
Each of the following tables provides pertinent and detailed information on the
different aspects investigated, presenting the results in a precise and
understandable manner, for this purpose the responses are grouped according to
the dimensions established in Table 6, which include: Loyalty by customer
information, Internal company marketing, Company-customer communication,
Creating experience and Incentives and privileges.
These tables represent a comprehensive summary of the data collected,
systematically organized to provide an overview of the findings.
Table 6. Loyalty by customer information
Indicator
Not
importan
t
Not very
importan
t
Moderat
e
importan
t mind
Importan
t
Very
importan
t
Mo
- Knowledge of tastes
and customer
preferences
0,0%
0,0%
6,7%
33,9%
59,4%
5
- Constant updating
database
0,0%
2,2%
15,6%
19,4%
62,8%
5
- Interest in the
customer's perception
of the product
0,0%
0,0%
6,7%
20,0%
73,3%
5
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In order to develop this customer information loyalty strategy, it is very important
to take into account that 73.3% of the respondents believe that the company
should be interested in their perception of the product, since they are the only ones
who know the satisfaction with the product, and they consider that the company
should update its databases with customer information.
Table 7. Internal marketing of the company
Indicator
Not
importan
t
Not very
importan
t
Moderat
ely
importan
t
Importan
t
Very
importan
t
Mo
- Coordination
between
all staff
0,0%
0,0%
6,7%
22,2%
71,1%
5
- Staff capacity in
decision making
0,0%
0,0%
8,9%
35,6%
55,6%
5
- Motivation to
buyer
0,0%
0,0%
11,7%
22,2%
66,1%
5
- Sales tools
0,0%
0,0%
6,7%
15,6%
77,8%
5
For almost 4 out of 5 consumers, it is very important that within the company's
internal marketing loyalty strategies, priority is given to sales tools such as product
samples offered by the company (77.8%), together with the coordination that
should exist among all personnel at the time of establishing the terms under which
the product is produced and sold.
Table 8. Company-customer communication
Indicator
Not
importan
t
Not very
importan
t
Moderat
ely
importan
t
Importan
t
Very
importan
t
Mo
- Smooth
communication
personalized
0,0%
0,0%
6,7%
18,9%
74,4%
5
- Timely
information in
terms of sales
0,0%
0,0%
11,7%
18,3%
70,0%
5
- Interest in dates
special for the
0,0%
5,0%
18,3%
22,8%
53,9%
5
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customer.
Undoubtedly, when a client arrives at a business, he/she looks for solutions and if
he/she has problems, 78.9% consider it very important that the agency knows how
to solve them, he/she also considers it important that there is a fluid and
personalized communication, perhaps because to a certain degree they look for
confidentiality in their purchases as was observed in previous items.
Table 9. Create experience
Indicator
Not
importan
t
Not very
importan
t
Moderat
ely
importan
t
Importan
t
Very
importan
t
Mo
- Personalized service
0,0%
0,0%
11,7%
13,3%
75,0%
5
- Value-added
product
0,0%
0,0%
9,4%
26,1%
64,4%
5
- Pleasant atmosphere
0,0%
0,0%
9,4%
22,8%
67,8%
5
- Innovation and
surprise
0,0%
0,0%
9,4%
16,7%
73,9%
5
As Mano Negra is an agency related to graphic design, buyers frequently look for
innovative and novel products with which they can promote their businesses, 73.9%
of them consider it very important and at the same time they look for a
personalized treatment that helps them to live an exceptional shopping experience.
Table 10. Incentives and privileges
Indicator
Not
importan
t
Not very
importan
t
Moderat
ely
importan
t
Importan
t
Very
importan
t
Mo
- Preferential
attention
0,0%
2,8%
11,1%
13,9%
72,2%
5
- Exclusive discounts
0,0%
5,0%
11,1%
21,1%
62,8%
5
- Volume awards
of consumption
0,0%
2,8%
8,9%
26,1%
62,2%
5
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- Benefits according to
the
customer's need
0,0%
0,0%
9,4%
15,0%
75,6%
5
In terms of incentives and privileges as a loyalty strategy, the agency's clients seek
that the benefits are in line with their needs, whether in their business or personal
needs, this is very important for 75.6%. The research also shows that as an
incentive to their frequency of purchase they receive preferential and agile
attention, this over prizes and discounts that people want in a lower percentage.
The requirements of the clients are different depending on the company they buy
from. Based on the research carried out, the strategies are designed and it is
deduced that the predominant ones to maintain the loyalty of the agency's clients
according to what they answered are:
Interest in the customer's perception of the product - Through market
research, a thorough analysis of customer needs, preferences and expectations
regarding the product sold by the company can be conducted. This can include
surveys, interviews and market research to understand in depth how they
perceive the product and through the data collected identify areas for product
improvement.
It is important to keep the client informed of the improvements made and to
establish a constant feedback and monitoring process, gathering comments and
suggestions through periodic surveys, monitoring of opinions on social networks
and data analysis to identify trends and areas for further improvement.
Coordination among all company personnel - Establish a clear and shared
vision of what it means to provide excellent customer service. Communicate this
vision to all company personnel and ensure that everyone understands its
importance and is aligned with it by focusing on customer service skills, effective
communication, empathy and problem solving.
Establish clear and measurable standards for customer service at all points of
contact with the company, which should be known by all personnel and serve as
a reference to ensure a consistent and high quality experience for each customer.
Foster an organizational culture focused on customer service, where all
employees understand the importance of their role in customer loyalty. Promote
proactive, customer-oriented attitudes and teamwork at all levels of the company
by implementing a recognition and rewards program to celebrate and highlight
achievements through public recognition, financial incentives, awards or
performance-based bonus programs.
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Physical and digital sales tools - As a company that sells customized
products, it must develop physical samples of products that could be given to
potential customers and allow customers to directly experience their quality and
benefit.
Develop an interactive, intuitive website with clear product images and
descriptions that allows customers to browse and request product samples easily
and conveniently or through printed catalogs that can be distributed at events to
capture customer interest and provide detailed product information.
It is important to proactively follow up with customers who have received
product samples to gather their feedback and respond to any questions or
concerns they may have. Provide excellent customer service at all times to
strengthen customer relationships and build trust in the brand.
By focusing on manual and digital tools for sales product samples, this loyalty
strategy seeks to engage customers in a direct and tangible way, allowing them to
experience the products before making a purchase. This will strengthen brand
trust, increase customer loyalty and facilitate informed purchasing decisions.
Personalized seamless communication - This requires dividing the customer
base into segments based on demographic characteristics, buying behaviors or
preferences, collecting relevant information such as purchase history, product
preferences, past interactions to build more complete customer profiles and
understand their individual needs.
Tailor messages and multichannel communications using marketing
automation tools to send personalized messages at the right time to each segment
or even to each individual customer using the customer's name in messages, refer
to their past purchases, and provide personalized recommendations and offers
based on their preferences.
By focusing on fluid and personalized communication, this loyalty strategy seeks
to establish a deeper connection with customers, strengthen the relationship and
generate a sense of belonging. This will increase customer loyalty, foster long-
term loyalty and generate positive recommendations.
Be attentive to customers' needs and concerns and respond quickly and
proactively to issues reported by customers. Establish clear and accessible
communication channels, such as customer service hotlines or support emails, so
that customers can easily report their problems and show empathy in addressing
their issues.
Take immediate and effective action to resolve customer issues. Allocate adequate
resources and personnel to address each situation in a timely manner. Provide
concrete and clear solutions that meet customer expectations and keep
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customers informed about the progress of resolving their issue or set realistic
expectations about timelines and next steps. This will help build trust and reduce
customer uncertainty.
Consider additional compensation or benefits for customers affected by significant
inconvenience. This may include discounts, refunds, gifts or credits toward future
purchases. These actions demonstrate the company's willingness to rectify errors
and provide a satisfactory customer experience, then follow up on the resolution
to ensure that the customer is satisfied with the solution provided.
Analyze and learn from the inconveniences reported by customers by identifying
recurring patterns and areas for improvement in the company's processes,
products or services and implement corrective actions to avoid similar problems
in the future.
Personalized treatment: Customers are looking for an exceptional and
distinctive experience that motivates them to continue choosing the same supplier
for its products instead of opti ng for those of the competition, and this goes beyond
the demand for the good. To provide personalized treatment, it is essential to
have deep customer information through CRM (Customer Relationship
Management) that allows tailoring experiences and treatment in every interaction
with the customer. This can include exceptional customer service, personalized
product recommendations, exclusive offers, sending free samples or invitations to
special events.
Anticipating customer needs and concerns by offering assistance and support
proactively, before the customer has to ask for it, demonstrates genuine
commitment and generates a sense of care and attention, but this must be done
by training and empowering staff to provide personalized and exceptional
treatment to customers by equipping them with the tools, skills and knowledge
necessary to meet the individual needs of each customer and exceed their
expectations.
By focusing on personalized treatment to create an exceptional experience, we
seek to generate an emotional bond with customers, strengthen loyalty and turn
them into brand advocates.
Innovation and surprise - The company must stay abreast of the latest market
trends and preferences to understand changing customer needs and evaluate how
innovation can uniquely meet those needs.
Using innovation to constantly develop new products or services that offer
creative and exciting solutions that break with convention and generate a lasting
impact on the customer's mind, you can include customization options in the
selection of products, services or packaging, as well as the implementation of
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advanced technologies, such as artificial intelligence or augmented reality, to
create personalized and surprising experiences.
Implement loyalty programs that offer unexpected, surprising and exciting
rewards to customers such as exclusive gifts or special discounts, and can be
delivered in a surprising way to generate an effect of gratitude and loyalty.
It is important to foster a culture of innovation within the company, where
creativity, experimentation and the constant search for improvements are
promoted, innovative ideas should be encouraged and rewarded, and the
necessary support should be provided to implement them.
Preferential attention - Purchase history can be used to identify the most
valuable customers, those who make a significant contribution to business results.
These key customers will receive even more preferential attention, as their loyalty
is critical to the company's success.
Provide preferred customers with exclusive offers, special discounts or
customized promotions that reflect their value to the company and distinguish
them from other customers. This includes ensuring prompt service by providing
a dedicated and knowledgeable support team that is available to address their
queries, resolve problems or provide assistance on a priority basis by training and
empowering all company personnel, emphasizing the importance of their satisfaction
and loyalty.
Focusing on preferential attention seeks to recognize and reward the most
valuable customers, providing them with special treatment and strengthening their
relationship with the company. This will foster long-term loyalty and increase
positive recommendations, contributing to the company's continued growth and
success.
Benefits according to the client's needs - The growth of the offer has meant
that some clients are no longer surprised by the promotions that the company
offers or simply do not want them, which is why it is important to develop
personalized benefits that meet the particular needs of the clients and generate
greater profitability for the agency.
The benefits that best fit your needs may be products that relate to your line of
business as in the case of a restaurant that hires branding for the exterior of your
business, the agency could deliver labels for packaging or similar that is commonly
known as added value to meet the needs and expectations of customers.
To maintain flexibility according to individual needs, customers could be allowed
to select benefits or provide customization options in an effort to provide
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significant value that will help strengthen customer relationships and foster
customer loyalty.
Relationship between the factors influencing the repurchase decision
and the loyalty strategies consulted with Mano Negra's clients.
To determine the degree of correlation between these two categorical variables
that do not have a normal distribution, a nonparametric statistical test known as
Spearman's rank correlation coefficient or simply Spearman's Rho was used, for
which the following hypotheses are proposed:
Ho = There is no relationship between the factors influencing the repurchase
decision and the loyalty strategies.
Hi = If there is a relationship between the factors influencing the repurchase
decision and the loyalty strategies.
In order to establish the relationship between two variables, each of the indicators
was summed by grouping them by Influencing Factors and Loyalty Strategies, using
IBM SPSS statistical software, and these variables were correlated, obtaining the
following result:
Table 11. Non-parametric correlations between variables
Influencing
Factors
Loyalty
strategies
Spearman's Rho
INFLUENCING
FACTORS
1,000
,573
**
.
,000
180
180
LOYALTY
STRATEGIES
,573
**
1,000
,000
.
180
180
**. Correlation is significant at the 0.01 level (one-sided).
The p value calculated is 0.000, which is less than 0.01 (0.000 < 0.01), so the null
hypothesis is rejected and the alternative hypothesis (Hi) is accepted, which
determines that there is a relationship between the factors influencing the
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repurchase decision and the loyalty strategies. Spearman's Rho coefficient is 0.573,
indicating that the relationship between the variables is direct and its degree is
moderate, according to the Research Methodology Manual. Mayorga, L.A (2022)
It can be affirmed with 99% confidence that there is a moderate direct
proportional relationship between the Influencing Factors in the repurchase
decision and the Loyalty Strategies consulted to the Mano Negra agency's clients.
CONCLUSIONS
From the research it can be deduced that the main reasons why customers have stopped
buying from the agency are; Product Quality, Added Benefit, Technology Adoption and
Brand Identification.
Marketing strategies play a crucial role in building loyalty with existing customers by
creating a strong connection between the brand and consumers. Effective marketing
strategies not only attract new customers, but also nurture and strengthen the
relationship with existing customers, creating a stronger and longer lasting bond that
can lead to increased loyalty.
To improve the overall customer experience, it is essential to listen to customer needs,
personalize interactions, provide exceptional service, simplify purchasing processes, be
transparent, implement loyalty programs, solicit constant feedback, ensure quick
responses, continually innovate, and provide a consistent experience across all channels.
The strategies work together to increase loyalty by strengthening the emotional
relationship, trust and customer satisfaction over time.
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