Loyalty Program Analysis based on a set of Purchase for Satisfiers to Raise Customer Loyalty Levels of Southtec Company from La Paz City

Abstract

Southtec SRL. Company is in the market for over 10 years, dedicated to the import and sale of technology; it achieves the provision of a variety of office equipment and computer systems. Southtec Company works with public and prívate companies in the city of La Paz. About the prívate sector clients, the relationship is inefficient and sustainable, and as a result, the level of loyalty towards the company themselves is minimal. Such a scenario is reflected in the decline in private sector sales since the company does not perform any initiative for customer loyalty. The company not having any program to facilitate improving the level of loyalty, the purpose of this research is to design a Loyalty program. The research was quantitative and qualitative. Surveys were conducted to current prívate sector clients, as also interviewed the general manager and sales executives. In addition, the joint analysis was used to determine the most important to improve the company's service factors, and thus identify satisfactions purchase necessary far the process of the Loyalty program. With the information gathered could develop the five main stages of Timothy Keiningham Loyalty program, with the main objective to improve the relationship with customers and thus increase the level of loyalty with the prívate sector.