El marketing relacional y su incidencia en el servicio al cliente: caso Indumaster S.A – Manta.

Abstract

Relationship marketing contemplates construction strategies for a brand that leads to conquering and retaining customers, in addition, it is an action aligned with positioning. The objective of this study is to determine how Relational Marketing affects customer service: Indumaster S.A – Manta case. Likewise, descriptive, exploratory, field, and non-experimental explanatory research was used, under a qualitative and quantitative approach, through surveys on a Likert scale, applied to 312 clients of Indumaster S.A. in the city of Manta and an interview with the company manager. A high reliability of 0.921 was evidenced by means of the SPSS statistic, which shows that relationship marketing directly affects customer service, contributing to achieving customer loyalty and contributing to the purchase decision process, in addition to providing a post-sale follow-up obtaining positive results.