The Power of Loyal Customers : What Strategies Should Mariaeincorporate to Increase Its Client Retention Rate
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2023
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AI-GENERATED ABSTRACT: Abstract: After nearly three years of my Data Science and Business bachelor studies, I had the opportunity of applying all the knowledge I acquired during an internship with an international shapewear company, Fajas MariaE. This marks the beginning of my professional work in a company with nearly 12 nationalities. MariaE provided me with valuable opportunities to enhance my intercultural competencies and my knowledge in the digital marketing world. Three years ago, I never imagined I would be working for a shapewear company. However, as I began my journey, I realized that a strong connection existed, and my passion for the work only grew. Although I had little knowledge of shapewear initially, I quickly learned that I could contribute significantly to other aspects of the company. Throughout this graduation phase, my focus has been on an unaddressed area for the company - the improvement of client retention. I understood from the outset that this task would be challenging, given the industry in which the company operates, where customer loyalty is essential. Yet, I found motivation in the importance of finding a solution, which has been the driving force behind the creation of this thesis. I would like to express my heartfelt gratitude to my colleagues at Fajas Mariae for their warm and supportive culture, guidance, and encouragement to grow. I am also thankful to my university supervisor, Erick Behar-Villegas, for his invaluable support and guidance. Additionally, I extend my thanks to the cited researchers whose work has helped me gain a deeper understanding of the subject matter. Finally, I sincerely hope that this research proves beneficial to Fajas Mariae and to future researchers exploring the topic of improving client retention. Keywords: Data Science, Business Studies, Shapewear Industry, Digital Marketing, Intercultural Competence, Client Retention, Customer Loyalty, Professional Internship, Fajas MariaE, Research Application