CUSTOMER RETENTION AND LOYALTY STRATEGIES

Abstract

This study aims to establish retention and loyalty strategies to strengthen relationships with members and clients of Infocommunications services. The primary objective is to conduct a comprehensive analysis of marketing, competition, and customer satisfaction, based on the organization’s competitive position and customers’ perceptions. The findings are used to propose effective strategies to improve customer retention and loyalty for Coopesantos R.L. in the Infocommunications area for the year 2025. The methodological approach includes the use of multiple data collection instruments. Surveys were administered to a sample of seventy members and clients of the cooperative. In addition, interviews were conducted with the Head of Infocommunications Sales and the Corporate Communications Manager. Competitive information was gathered using an observation checklist and analyzed through a comparative matrix. The results indicate that most users of Infocommunications services report a high level of overall satisfaction. The study highlights the importance of conducting periodic comprehensive analyses to better understand Coopesantos R.L.’s operating environment, considering factors such as marketing strategies, competition, and customer perceptions.