Plan de marketing de servicios para la fidelización del cliente en el restaurante temático Héroes Burger, ubicado en Bogotá, Colombia

Abstract

The themed restaurant Héroes Burger in Bogotá faces challenges that affect both its staff and the customer experience. This project aims to design service marketing strategies to improve performance and customer satisfaction by addressing both internal and external issues. Based on studies highlighting the influence of internal marketing (endomarketing) and the impact of digital strategies on customer loyalty, the project uses customer satisfaction surveys, CRM data analysis, and direct observation of customer service to identify areas for improvement and develop effective loyalty strategies. The analysis employs tools such as benchmarking matrices and SWOT (DOFA) analysis to identify internal and external factors affecting customer loyalty. Findings reveal that the quality of service and food are crucial in restaurant selection, and there is variability in customer satisfaction depending on geographic location. This suggests the need to tailor strategies to the specific needs of each area. Follow-up actions are proposed to ensure the implementation and effectiveness of the designed strategies, providing Héroes Burger with valuable information for future marketing plans. This comprehensive approach aims not only to enhance the customer experience but also to optimize the restaurant's internal operations to foster greater customer loyalty.