Estrategias de marketing relacional basadas en inteligencia artificial en la empresa ScanorCorp CL para optimizar la fidelización de los clientes

Abstract

The present research analyzes marketing strategies from a relational approach based on artificial intelligence at the company EscanorCorp CL, with the aim of optimizing customer loyalty through personalized, efficient solutions aligned with the expectations of the digital environment. This proposal arises from the need to strengthen business relationships through emerging technologies that not only support business growth but also connect with the real needs of users. Three specific objectives were set: to identify the current state of relational marketing, to understand customer expectations, and to propose strategies tailored to the user profile. The study was carried out using a descriptive, explanatory, and exploratory approach, applying a mixed-methods methodology that allowed for the collection of precise information. The population consisted of current and potential clients of EscanorCorp, as well as staff from the marketing and sales departments. The sample included thirty B2B clients, one digital marketing expert, and the company's digital performance reports. The results revealed a high appreciation for personalized service, a favorable attitude towards the use of artificial intelligence, and a lack of automated strategies. It is concluded that EscanorCorp CL has favorable conditions to integrate technological solutions into its relational model without losing the closeness that currently defines its relationship with clients.