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 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.

• Autores: Peña Escobar, Stefanía; Universidad del Valle; Ramírez Reyes, Gloria S; Universidad del Valle; Osorio Gómez, Juan C; Universidad del Valle
• Tipo de recurso: Article of journal
• Fecha de publicación: 2015
• Institución: Universidad de Medellín
• Repositorio: Repositorio UDEM
• Idioma: spa
• OAI Identifier: oai:repository.udem.edu.co:11407/1831
• Acceso en línea: http://hdl.handle.net/11407/1831
• Palabra clave: CLV (customer lifetime value); customer loyalty; system dynamics; relationship marketing; ROI (return on Investment).; CLV (customer lifetime value); fidelización de clientes; dinámica de sistemas; marketing relacional; ROI (return on Investment).
• License: http://creativecommons.org/licenses/by-nc-sa/4.0/