Prototipo de aplicación móvil para la gestión de procesos de fidelización de clientes en empresas prestadoras de servicios de belleza

Abstract

The Colombian economy has shown favorable growth in recent years, with key sectors such as beauty services standing out, leading the region with above-average earnings. This development has driven a steady increase in the number of companies within the sector, resulting in heightened competition. Consequently, businesses face the need to implement customer loyalty programs that enable them to differentiate themselves in the market, foster loyalty, and optimize their revenues. In this context, it is proposed that the use of information technology (IT) tools can be a key factor in optimizing the management of customer loyalty processes in companies within this sector. As a starting point, a review of previous studies on relationship marketing strategies and customer loyalty was conducted, which established the foundation for designing data collection instruments. This process involved a representative sample of 200 customers and 25 establishments in the beauty services sector in Bogotá. Subsequently, an analysis of technological trends related to software architecture, database modeling, and UX/UI design was carried out. This analysis, combined with findings from the exploratory phase, formed the basis for designing a mobile application prototype aimed at improving and optimizing the management of customer loyalty processes in these businesses. Finally, the prototype underwent a validation process by experts in the beauty services sector. The purpose was to determine whether the prototype meets the sector's needs and whether it promotes interest in the implementation of such tools within organizations to enhance and optimize their processes.