Estrategias de fidelización de clientes en empresas de servicio de internet de la ciudad de Machala.

Internet service providers face the constant challenge of retaining their customers, not only by satisfying their needs with quality products and good service, but also by creating lasting bonds that foster loyalty. Customer loyalty goes beyond simple satisfaction; it involves a combination of key factors such as service quality, experience, effective communication, satisfaction, and both behavioral and cognitive loyalty. Despite having competitive products and services, many companies fail to retain their users due to poor customer service, low service quality, and marketing strategies focused on price rather than added value. The customer experience depends on factors such as speed, coverage, and immediate attention to their problems. Clear and direct communication is essential for establishing trust and understanding with consumers. Likewise, customers value feeling understood and considered in their purchasing decisions, which forms the basis of cognitive loyalty. Companies must anticipate customer thoughts and offer experiences that generate learning and emotional connection. Examples such as Netlife, which stands out for its differentiation in connection quality and additional services, illustrate more effective strategies. The research, which includes an exhaustive systematic review of the literature, showed that internet service providers have flaws in the loyalty strategies they have implemented for their users. Therefore, there is a need to rethink them to ensure consumer loyalty in a highly competitive market.