The return policy of large retail chains in San José de Cúcuta as a model for customer loyalty

Abstract

This research has the overall objective to determine the return policy in major retail chains present in the city of San José de Cucuta as customer loyalty strategy and the implementation through the creation of a model focused for small and medium enterprises of the city. To give effect to this purpose, a descriptive study was conducted as not only seeks to describe or approach to the problem, it tries to find the causes and propose a possible strategy for resolution. A descriptive study was conducted throughout the process involving the management of returns to analyze the con-text of this strategy in major retail chains present in the city. This study was made through a survey and interview to the people in charge of the return policy or customer loyalty. Doing later a model of return policy based on the conclusions drawn from previous studies and giving importance to the national and international history. Then a workshop was held to socialize the model between employers and validate it. As remarkable results was shown the relationship between return policy and customer loyalty in different busines-ses in the region was evident, it could reflect highly positive opinion held responsible for customer loyalty strategies. It made clear that companies which apply a greater strategy focused on customer satisfaction as a rule obtained better results in sales and business growth over the big chains that give less importance to it. It could show how the statistics and the opinion of the managers shows that it is profitable for the company in economic terms, the implementation of such policies and as a company with a clear and well-defined policy of returns is benefited and strengthened its image brand, customer perception and sales stability in order to face adverse economic periods as financial or economic crises.