Ánalisis de las estrategias de fidelización de clientes y su influencia en la lealtad del consumidor en las PYMES del sector retail del Distrito Central, 2026.
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Date
2026-06-05
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Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
La presente tesis surge a partir de los resultados obtenidos en la investigación, donde se identificó que las PYMES del sector retail del Distrito Central sí realizan acciones para fidelizar a sus clientes, pero en la mayoría de los casos estas se llevan a cabo de forma empírica y sin una planificación definida. En ese sentido, se plantea una serie de estrategias enfocadas en mejorar la gestión de la fidelización de clientes, tomando en cuenta variables clave como la percepción, la satisfacción y la lealtad del consumidor. Estas estrategias han sido diseñadas considerando la realidad de las PYMES, especialmente sus limitaciones en cuanto a recursos, tiempo y conocimiento, por lo que se proponen acciones prácticas, accesibles y fáciles de implementar. Además, la propuesta busca fortalecer aspectos como la atención al cliente, el uso de herramientas digitales básicas y la creación de programas de fidelización que permitan mejorar la relación con los clientes y fomentar su permanencia en el negocio. Finalmente, se espera que la implementación de estas estrategias contribuya a mejorar la competitividad de las PYMES, permitiéndoles no solo mantener a sus clientes actuales, sino también generar relaciones más sólidas y duraderas en el tiempo.
This thesis arises from the results obtained during the research, where it was identified that small and medium-sized enterprises in the retail sector of the Distrito Central do carry out actions to retain their customers; however, in most cases, these actions are implemented empirically and without defined planning. In this sense, a series of strategies are proposed aimed at improving customer loyalty management, considering key variables such as consumer perception, satisfaction, and loyalty. These strategies have been designed considering the reality of small and medium- sized enterprises, especially their limitations in terms of resources, time, and knowledge. Therefore, practical, accessible, and easy-to-implement actions are proposed. Additionally, the proposal seeks to strengthen aspects such as customer service, the use of basic digital tools, and the creation of loyalty programs that allow businesses to improve relationships with their customers and encourage customer retention. Finally, it is expected that the implementation of these strategies will contribute to improving the competitiveness of small and medium-sized enterprises, allowing them not only to retain their current customers but also to build stronger and longer-lasting relationships over time
This thesis arises from the results obtained during the research, where it was identified that small and medium-sized enterprises in the retail sector of the Distrito Central do carry out actions to retain their customers; however, in most cases, these actions are implemented empirically and without defined planning. In this sense, a series of strategies are proposed aimed at improving customer loyalty management, considering key variables such as consumer perception, satisfaction, and loyalty. These strategies have been designed considering the reality of small and medium- sized enterprises, especially their limitations in terms of resources, time, and knowledge. Therefore, practical, accessible, and easy-to-implement actions are proposed. Additionally, the proposal seeks to strengthen aspects such as customer service, the use of basic digital tools, and the creation of loyalty programs that allow businesses to improve relationships with their customers and encourage customer retention. Finally, it is expected that the implementation of these strategies will contribute to improving the competitiveness of small and medium-sized enterprises, allowing them not only to retain their current customers but also to build stronger and longer-lasting relationships over time
Keywords
PYMES, Sector Retail, Fidelización de Clientes