Evaluación de una estrategia de fidelización de clientes con dinámica de sistemas
The customer loyalty programs are a tool of differentiation and high impact to create long term relationships with customers of a company, so as to achieve an improvement in the portfolio and collections, reduced costs of customer service, increased revenue from higher sales to the most profitable...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2015 |
| País: | Colombia |
| Institución: | Universidad de Medellín |
| Repositorio: | Repositorio UDEM |
| Idioma: | español |
| OAI Identifier: | oai:repository.udem.edu.co:11407/1831 |
| Acceso en línea: | http://hdl.handle.net/11407/1831 |
| Access Level: | acceso abierto |
| Palabra clave: | CLV (customer lifetime value) customer loyalty system dynamics relationship marketing ROI (return on Investment). fidelización de clientes dinámica de sistemas marketing relacional |
| Sumario: | The customer loyalty programs are a tool of differentiation and high impact to create long term relationships with customers of a company, so as to achieve an improvement in the portfolio and collections, reduced costs of customer service, increased revenue from higher sales to the most profitable customers, cross selling, among many other benefits. Accordingly, we present a system dynamic model to analyze the economic benefits, in terms of profitability, which would be to implement a customer loyalty strategy. To adjust and validate the proposed model, its implementation is done in a real case of a marketer of agricultural products in the department of Valle del Cauca - Colombia. The simulation results show that indeed the model fulfills its purpose, and that the loyalty program achieved significant results in the finances of the organization. |
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