Consumer-Centric Strategies as a Customer Loyalty Mechanism
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Abstract
This study proposes customer centric strategies to drive loyalty and retention while embedding continuous improvement. The objective is to translate customer orientation into measurable actions that strengthen competitiveness and contribute to sustainable development. We adopt a qualitative, descriptive–exploratory, non experimental design. We draw evidence from a literature review and case analyses of companies that have implemented customer centric practices, from which we distill transferable patterns. We consolidate the results into five operational pillars: (1) customer oriented governance and culture; (2) customer insight grounded in data and multi source feedback; (3) personalized experience design across the customer journey; (4) enabling technologies—CRM, automation, and artificial intelligence—to scale processes and decisions; and (5) measurement using loyalty, retention, and customer lifetime value indicators. The synthesis provides an executive roadmap to prioritize initiatives, reduce friction at critical touchpoints, increase retention, and sustain improvement over time. The scope focuses on service oriented organizations and excludes field experiments; we frame the recommendations for early adoption and staged implementation.
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Sandra Gabriela Amaguaña-Carrillo, Universidad Tecnológica Indoamérica - Ecuador
I am a Business Administration Engineer with 10 years of experience in administrative management, team leadership, and project execution. I currently serve as a Project Manager, coordinating key processes and ensuring organizational goals are met. I have strong expertise in public procurement, sales, administration, and people management. Throughout my career, I have optimized processes and consistently contributed to achieving institutional objectives. I am known for my responsibility, leadership, and strong results-oriented approach.
Marco Antonio Rios-Ponce, Universidad Tecnológica Indoamérica - Ecuador
https://orcid.org/0000-0003-0586-680X
Marco Antonio Ríos Ponce, Ecuadorian, PhD in Administrative Sciences, is Dean of the Faculty of Economic, Administrative and Business Sciences at Universidad Tecnológica Indoamérica.
He holds postgraduate degrees in marketing, business administration, and university management from institutions in Ecuador and Argentina.
Specialist in marketing, business strategy, and academic leadership with extensive teaching and research experience.
Has coordinated accreditation and quality assurance processes in higher education.
Author of academic publications on marketing, sustainability, and innovation.
Recognized lecturer at international congresses such as CLADEA, REDIP, and CIIIE.
Skilled in academic leadership, strategic planning, and educational program development.
Expert in curriculum design and institutional projects aligned with international standards.
Strong communicator and public speaker with international academic networks.
Proficient in digital tools for teaching, learning, and educational innovation.
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