Aplicación del Marketing Relacional para mejorar el servicio al cliente en el mercado Municipal José Mascote de Guayaquil

Abstract

The study of relational marketing can help improve customer service and how it can enhance its strategic actions. In Guayaquil's Municipal market Jose Mascote, 99.4% of the customers surveyed expressed that the sales representatives weren't sufficiently prepared and efficient to give quality service, most clients being between 42 to 49 years old. Finally, this study should serve Guayaquil's municipals authorities so they can manage a strategic plan oriented towards relative marketing for future betterments in customer service.