Marketing relacional para centros comerciales populares; caso: centro comercial “EL SALTO” del G.A.D. municipal del cantón Latacunga

Abstract

The popular shopping center El Salto of the province of Cotopaxi, ceo as an urban and commercial solution to the informal sale that was developed in the old square, in the year 2013. It is constituted by 400 commercial premises divided into four floors conformed by sections of clothes, footwear, costume jewelery, cafeteria and business at ends, also has benefits for consumers such as: parking, electric stands, elevator, Wifi area and social spaces. Currently the C.C. El Salto presents a decline in sales to which, the present project aims to identify its main causes and defines that it is imperative to apply research focused on marketing, customer satisfaction and their needs; relational marketing. In principle, the predominant variables are analyzed, such as: customer satisfaction and loyalty level, to then propose a model that defines the main dimensions in order to apply strategies to them and obtain a high impact on business profitability. The application of a survey based on relational marketing determined the main variables and by means of a model of structural equations based on least squares the dimensions of quality, trust, motivation, image and relationship with the client are defined as directly influencing in the loyalty. Based on these variables through the Smart PLS program, a relational marketing model designed to the reality of the C.C. The Leap and that facilitates the decision making and definition of strategies.