Estrategia comunicativa para fortalecer los procesos de fidelización del cliente en la academia de pilotos de aviación Adevia S.A.

Abstract

Customers are the group that keeps every company afloat, so importance should be given to their level of satisfaction, which is built with the commitment of the organization. The role of communication in this scenario is found in the relationship between the company and its customers during the different moments of meeting, in order to have loyal customers. For the Academia de Pilotos de Aviación ADEVIA S.A., the current project is working on the planning of a communication strategy that strengthens the attention that clients receive, and helps build their loyalty with the academy. For this, a communication audit was carried out through participant observation and the application of a survey. After this, the communication processes in the academy were known, using the interview method. It was possible to detect the aspects that presented inconsistencies, which were selected to work and improve based on the design of a communication strategy proposed to strengthen customer loyalty in the academy. As a conclusion of the strategy, the importance of handling information and documents for a positive customer service and the relevance of implementing relationship marketing to work loyalty is recognized. It is also highlighted that it is important to strengthen the belonging of the corporate identity in students and collaborators of the academy.