Estudio del desarrollo de la ventaja competitiva por medio de estrategias de fidelización en las tiendas por departamento de la zona 7 de Lima Metropolitana

• Autor: Molina Quispe, Jocelyn Kristel
• Formato: tesis de grado
• Fecha de Publicación: 2023
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/19137
• Enlace del recurso: https://hdl.handle.net/20.500.12724/19137
• Nivel de acceso: acceso abierto
• Materia: Competitividad; Competencia económica; Fidelización del cliente; Almacenes al por menor; Lima Metropolitana (Perú); Competitiveness; Competition; Customer loyalty programs; Department stores; https://purl.org/pe-repo/ocde/ford#5.02.04

The development of competitive advantage has gained high interest in the current context of Covid-19 because many of the companies have been forced to temporary closures, the development of new strategies that differentiate them from their competitors has gained importance, since if they do not acquire and implement these strategies, clients will defect. Competitive advantage is an open field and involves the implementation of strategies so that they can achieve higher margins in the company. This review focuses on what the implementation of loyalty strategies represents, its construct, its importance, characteristics, and types of strategies for future research. A review of 34 bibliographic references was made, of articles published in academic journals from 2015 to the present, books by the main authors of the topics discussed as competitive advantage and loyalty strategies, as well as theses related to the topic of research with the same time of the academic articles. Sections will be presented with fundamental aspects for dealing with the issues of customer loyalty and development of competitive advantage. In addition, will develop the main strategies that companies must implement to face this new situation and retain their customers through differentiation, emphasizing the Retail sector specifically in department stores in Zone 7 of Metropolitan Lima.