Plan de social media como estrategia de fidelización de clientes del taller automotriz Carlos Martínez, ubicada al sur de Quito en el año 2023-2024
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Date
2025-03-18
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Instituto Superior Tecnológico Consulting Group Ecuador - Esculapio
Abstract
La Mecánica Automotriz es un negocio familiar ubicado en el sur de Quito, con más de 10 años de experiencia en la reparación de autos y camiones de marcas como Hino, Isuzu, Kia, Mitsubishi, entre otras. Sin embargo, la fidelización de clientes se ha vuelto un desafío constante ya que los consumidores están a la vanguardia de los cambios que existen en la actualidad entre ellas la tecnología y los medios de comunicación que facilitan información. Para abordar este problema, se plantea implementar un Plan de Social Media como estrategia de fidelización y posicionamiento en el sector automotriz.
Este plan se centrará en mejorar la relación entre el negocio y sus clientes, con el objetivo de aumentar las ventas y optimizar el servicio del taller. A través de una metodología cualitativa basada en encuestas, se espera retener al menos 15 clientes clave y mejorar los niveles de facturación. El plan incluirá actividades como publicaciones en Facebook e Instagram, interacción con seguidores, y respuesta a preguntas y mensajes directos. Además, se llevará a cabo un análisis financiero para evaluar la viabilidad del proyecto y comprender las preferencias y necesidades de los clientes.
Automotive Mechanics is a family business located in the south of Quito, with more than 10 years of experience in the repair of cars and trucks of brands such as Hino, Isuzu, Kia, Mitsubishi, among others. However, customer loyalty has become a constant challenge since consumers are at the forefront of the changes that currently exist, including technology and the media that provide information. To address this problem, it is proposed to implement a Social Media Plan as a loyalty and positioning strategy in the automotive sector. This plan will focus on improving the relationship between the business and its customers, with the aim of increasing sales and optimizing the workshop's service. Through a qualitative methodology based on surveys, it is expected to retain at least 15 key clients and improve billing levels. The plan will include activities such as posting to Facebook and Instagram, interacting with followers, and responding to questions and direct messages. Additionally, a financial analysis will be carried out to evaluate the feasibility of the project and understand customer preferences and needs.
Automotive Mechanics is a family business located in the south of Quito, with more than 10 years of experience in the repair of cars and trucks of brands such as Hino, Isuzu, Kia, Mitsubishi, among others. However, customer loyalty has become a constant challenge since consumers are at the forefront of the changes that currently exist, including technology and the media that provide information. To address this problem, it is proposed to implement a Social Media Plan as a loyalty and positioning strategy in the automotive sector. This plan will focus on improving the relationship between the business and its customers, with the aim of increasing sales and optimizing the workshop's service. Through a qualitative methodology based on surveys, it is expected to retain at least 15 key clients and improve billing levels. The plan will include activities such as posting to Facebook and Instagram, interacting with followers, and responding to questions and direct messages. Additionally, a financial analysis will be carried out to evaluate the feasibility of the project and understand customer preferences and needs.
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Keywords
Clientes, Fidelización, Innovación, Plan de Social Media, Posicionamiento., Loyalty, Customers, Social Media Plan, Positioning, Innovation
Citation
Martínez Díaz, S.C. (2025). Plan de social media como estrategia de fidelización de clientes del taller automotriz Carlos Martínez, ubicada al sur de Quito en el año 2023-2024. (Tesis de pregrado). Instituto Superior Tecnológico Consulting Group Ecuador - Esculapio. Quito.