Productividad de marketing relacional de las empresas de madera y mueble de Norte de Santander
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Fecha
2021
Autores
Perez Ramirez, Maryelli Nickoll
Perez Ramirez, Solange Maria
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El valor del cliente representa un nuevo paradigma que sostiene que la creación y el mantenimiento de una ventaja competitiva requiere un enfoque más amplio que un simple enfoque en la calidad del servicio o la satisfacción del cliente. La literatura del marketing destaca fundamentalmente dos formas de ver el valor del cliente. La primera se refiere a cómo los clientes perciben el valor que obtienen de los productos y servicios. La otra noción de valor del cliente se refiere al valor económico de las ganancias de la empresa de/desde los clientes. A las empresas les interesa tener clientes rentables, por lo que el marketing relacional permite fidelizar al cliente y por lo tanto maximizar el beneficio a lo largo de la relación temporal que se establezca. Una buena relación se consigue utilizando diferentes acciones y mecanismos a través de los cuales la empresa buscará generar un valor añadido y más confianza a los usuarios
Customer value represents a new paradigm that holds that creating and maintaining competitive advantage requires a broader focus than a simple focus on quality of service or customer satisfaction. The marketing literature fundamentally highlights two ways of looking at customer value. The first refers to how customers perceive the value they get from products and services. The other notion of customer value refers to the economic value of the company's profits from / from customers. Companies are interested in having profitable customers, so relationship marketing allows customer loyalty and therefore maximize profit throughout the temporary relationship that is established. A good relationship is achieved by using different actions and mechanisms through which the company will seek to generate added value and more trust for users
Customer value represents a new paradigm that holds that creating and maintaining competitive advantage requires a broader focus than a simple focus on quality of service or customer satisfaction. The marketing literature fundamentally highlights two ways of looking at customer value. The first refers to how customers perceive the value they get from products and services. The other notion of customer value refers to the economic value of the company's profits from / from customers. Companies are interested in having profitable customers, so relationship marketing allows customer loyalty and therefore maximize profit throughout the temporary relationship that is established. A good relationship is achieved by using different actions and mechanisms through which the company will seek to generate added value and more trust for users
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Productividad, Marketing, Mejoramiento, Control, Estrategias, Productivity, Marketing, Improvement, Control, Strategies