Marketing strategies for customer loyalty in three supermarkets in 2024, located in the city of Estelí, Nicaragua

Abstract

The objective of this research is to analyze the marketing strategies applied by Palí, Las Segovias and Del Hogar supermarkets located in the city of Estelí, and to propose strategies focused on improving their customer loyalty capacity. According to the object of study, it is an applied research and, from a philosophical approach, it is a quali-quantitative or mixed research. The study universe comprises three supermarkets dedicated to the commercialization of basic consumer goods and products in the city of Estelí. A total of 365 customer surveys and semi-structured interviews were conducted with managers, customers and staff of the supermarkets studied. The results showed that, although the supermarkets share general policies, each one adapts its organization and communication to adapt strategies to meet the needs of its customers and take advantage of internal strengths. Customers value promotions and service quality positively, demonstrating that personalized attention and quality are essential for customer loyalty. Strategies for improvement adapted to each supermarket studied are proposed.