Marketing relacional como herramienta para mejorar la calidad en la atención al cliente de las marisquerías de la ciudad de Riobamba.

Abstract

The present research work has as objective to design a Relationship Marketing model, as a tool to improve the customer support quality and that it matches to the seafood restaurant needs of the Riobamba, city, for the year 2018 which enables to improve its participation in the market. The used searching methods were the inductive-deductive method and analytical- synthetical method, for the data collection it was used as an instrument the survey questionnaire directed to the Riobamba city families from which some data were obtained like the importance of a marketing plan from which the 82% expressed was very important, in addition of considering that they are of great importance to opt for the offered service the offer of a percentage of the 57%, the use of social networks a 42%, complementary products 44% and personalized orders 48%, this facilitated us to generate the proposal in which the relationship marketing is established as a solution that allows to help to improve the customer service in the seafood restaurants and to keep the already existing loyal clients, to catch new, facing the so changeable social trends. Finally, it was determined that implementation of this model will influence in the consumer's behaviour, since when adapting technologies like web pages, social networks and mobile applications in addition of strategies like the one-to-one marketing will be useful to respond to the current market demands, recommending the application of the proposed model due to it is a great innovative and creative alternative which will lead to this service segment to evolve and market growth.