Facultad de Ciencias Económicas y Administrativas

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    Estrategia De Marketing Para Fortalecer La Atención Al Cliente De La Marca Bajaj
    Africano-Quiroga, Andrés Felipe; Caicedo-Diaz, Fredy Santiago; León-García, María Angélica; Caro-Quintero, Duvan Sebastian; Buitrago-Reyes, Richard Orlando
    Information was collected through exploratory research thanks to the observation of customer behavior when visiting points of sale, where the problem of customer service has been presented, and thus managing to propose the strategy as a source of applied research. The purpose of this project is to carry out a marketing strategy, focused on customer service, with the objective of finding the reasons that affect the performance of the results in the commercial force, for this a survey was applied to three hundred and sixty-six (366) people who have had or currently have Grupo UMA Bajaj brand motorcycles, to find out their experience and loyalty to the brand. Applying qualitative and quantitative research to solve the research question: How to implement a marketing strategy for motorcycles, focused on customer service? and resulting in the weaknesses that the organization presents towards its collaborators and allowing the objectives set at the beginning of the investigation to be met and providing an alternative strategy to achieve results. Applying qualitative and quantitative research to solve the research question: How to implement a marketing strategy for motorcycles, focused on customer service? and resulting in the strategic proposal for its collaborators and allowing compliance with those established in the objectives set at the beginning of the investigation to achieve the company's results. Finally, recommendations and discussions are made where the organization is informed about the implementation of the process and the importance of the application to resume the project in the city of Bogotá, D.C., being important the focus on customer service and constantly measuring indicators. related to CRM and post-sales, thereby knowing the reality of the company in terms of customers and strengthening measures to retain them.