Plan de marketing relacional para mejorar la experiencia del cliente en entregas a domicilio

Abstract

This research analyzes the customer experience in home delivery services in the city of Cuenca, considering the growth of this modality and its impact on the relationship between companies and consumers. The study arises from recurring failures in the delivery process, such as delays, communication deficiencies, order errors, and limited after-sales follow-up management, factors that affect customer satisfaction and loyalty. The objective is to design a relationship marketing plan aimed at improving the customer experience in home delivery, strengthening communication and staff treatment. The research was developed using a mixed approach and descriptive scope. A structured survey was applied to a sample of 384 people from the economically active population of Cuenca. The results show neutral satisfaction and low repurchase intention in the event of delivery failures.