Corporate communication for customer loyalty
Comunicación corporativa para la fidelización del cliente
Comunicação corporativa para a fidelidade do cliente
| 2020 | |
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corporate communication customer loyalty organizational diagnosis comunicación corporativa fidelización del cliente diagnóstico organizacional comunicação corporativa fidelização do cliente diagnóstico organizacional. |
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| Español | |
| Universidad ORT Uruguay | |
| RAD | |
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https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/2963
http://hdl.handle.net/20.500.11968/4173 |
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| Acceso abierto | |
| Derechos de autor 2020 InMediaciones de la Comunicación |
| Sumario: | The proposal of the strategic model to diagnose corporate communication aimed at improving customer loyalty developed from three genealogies: the understanding of the complexity of the organizational context of Scheinsohn (2009), the Corporate Branding of Capriotti (2009) and the Process Chiesa Relational Commercial (2005). Based on these theoretical proposals, it proposes a Strategic diagnostic model for corporate communication, with a methodology package that identifies the informational, relational and symbolic burden, to strategically guide intangible assets such as the identity, image and reputation of the organization, towards customer attraction, satisfaction and loyalty programs. |
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