ESTRATEGIAS DE MARKETING MIX PARA LA FIDELIZACIÓN DE CLIENTES DE LA EMPRESA FERRETEROS Y CONSTRUCTORES DEL NORTE S.A.C., CHICLAYO

The objective of the research was to propose marketing mix strategies to improve the loyalty of the clients of the company Ferreteros y Constructores del Norte SAC, Chiclayo 2020. In order to achieve this purpose, it was necessary to follow a descriptive propositive study, and it was also not experimental Cross-sectional, the survey was used as a technique and the questionnaire as an instrument, which was applied to a sample of 316 clients from the company Ferreteros y Constructores del Norte SAC. The findings found allowed to demonstrate that the company has not been correctly developing the marketing mix strategies, since only in the product dimension it reached a high level of 49%, however, the price dimension showed a low level of 57%, the square dimension obtained a level medium 50% and low level promotion of 43%. Likewise, the level of loyalty is located at the medium level with 51%, in addition, the dimension of customer experience also reached an average level of 46%, communication a low level of 50% and loyalty obtained a medium level with the 53%, which leads to deduce that the company has not been developing the necessary actions to build customer loyalty. Finally, it is concluded that the marketing mix strategies will improve customer loyalty, since they are aimed at improving the deficiencies diagnosed in said company, and they will also help the person responsible to have greater knowledge about the correct use of the "4ps” Of marketing.