Estrategias de fidelización y retención de clientes en las tiendas de ropa, Nuevo Tarqui Manta,2024.

Abstract

In recent years, clothing stores in Nuevo Tarqui in Manta have faced a significant decrease in sales, a situation that reflects dissatisfaction and loss of interest on the part of customers, which has hindered their ability to compete in a market characterized by constant changes in consumer preferences and the emergence of new competitors. Given this reality, the main objective of this research was to analyze how these strategies relate to customer retention, using a quantitative approach, with a non-experimental and cross-sectional design, as well as a correlational scope. To do so, the Economically Active Population (EAP) of Manta was selected as a sample, and the data was collected with the help of structured surveys on Likert scales, designed to evaluate various aspects. Subsequently, the analysis of the results was carried out using the SPSS software, which facilitated calculating the reliability and determining the level of significance between the variables studied. The results showed a moderate positive correlation between both variables, which shows that these strategies have a direct impact, although they also highlight key areas that need to be strengthened. Consequently, the alternative hypothesis was accepted and the null hypothesis was rejected, thus confirming the need to propose an action plan that includes improvements in incentives, communication and service quality, with the aim of optimizing the results in these stores.