Evaluation of a customer loyalty strategy with system dymamics

Main Article Content

Stefanía Peña Escobar
Gloria S Ramírez Reyes
Juan C Osorio Gómez

Abstract

The customer loyalty programs are a tool of differentiation and high impact to create long term relationships with customers of a company, so as to achieve an improvement in the portfolio and collections, redu­ced costs of customer service, increased revenue from higher sales to the most profitable customers, cross selling, among many other benefits. Ac­cordingly, we present a system dynamic model to analyze the economic benefits, in terms of profitability, which would be to implement a customer loyalty strategy. To adjust and validate the proposed model, its implemen­tation is done in a real case of a marketer of agricultural products in the department of Valle del Cauca - Colombia. The simulation results show that indeed the model fulfills its purpose, and that the loyalty program achieved significant results in the finances of the organization.


How to Cite
Peña Escobar, S., Ramírez Reyes, G. S., & Osorio Gómez, J. C. (2015). Evaluation of a customer loyalty strategy with system dymamics. Revista Ingenierías Universidad De Medellín, 14(26), 87–104. https://doi.org/10.22395/rium.v14n26a6

Article Details

Author Biographies

Stefanía Peña Escobar, Universidad del Valle

Ingeniera Industrial, Universidad del Valle

Gloria S Ramírez Reyes, Universidad del Valle

MSc en Ingeniería Industrial, Universidad del Valle sede Buga, Cargo: Docente tiempo completo

Juan C Osorio Gómez, Universidad del Valle

MSc en Ingeniería Industrial, Universidad del Valle, Cargo: Profesor titular, Ciudad Universitaria Meléndez.