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Marketing relacional para fidelizar a los clientes de la empresa Madefe en el sector norte, ciudad de Guayaquil

Author

Listed:
  • Eufemia Teresa Estrada Bravo
  • Roxana Monserrate Zambrano Mendoza
  • Aleyn Nieto Zambrano

Abstract

MADEFE es una empresa ecuatoriana dedicada a la comercialización y distribución de productos ferreteros y madera, que ha permanecido por más de 15 años en el mercado. En los últimos meses se ha detectado una notable disminución de liquidez debido a la poca interacción con los clientes con respecto a la gestión de cobranzas, se han incumplido los pagos por parte de ellos, ha ocasionado un sin número de conflictos entre los trabajadores que no tienen una adecuada distribución de sus labores ocasionando que se desconozca a profundidad cuáles son sus necesidades y deseos.

Suggested Citation

  • Eufemia Teresa Estrada Bravo & Roxana Monserrate Zambrano Mendoza & Aleyn Nieto Zambrano, 2019. "Marketing relacional para fidelizar a los clientes de la empresa Madefe en el sector norte, ciudad de Guayaquil," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 252, february.
    • Handle: RePEc:erv:observ:y:2019:i:252:04
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    la empresa Madefe.;

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