Marketing for customer loyalty in agribusiness in Venezuela.

The trade of agricultural products is an economic activity of great importance for the country, because it is a support for producers located in the different agricultural production zones. In this sense, it is necessary to give importance to research that seeks to improve each of the aspects related to the productive and administrative process, from the beginning to the end of it. In modern commerce, competitiveness is one of the most common characteristics, and the incorporation of different factors such as information and communication technologies has given greater dynamism to the fight for markets. In addition to this, in Venezuela, other elements are also incorporated, such as the economic and political situation, where high inflation rates and excessive control of production and administrative processes by the state make it more difficult to compete. This situation is present in all sectors of the economy; in the case of agro-shops, another circumstance is added: price volatility and shortages of some items, which generates instability among customers, who come to the business, buy a product and leave without forming an emotional bond that creates customer loyalty, guaranteeing future purchases

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In this sense, the way to form this emotional nexus or customer loyalty is through marketing strategies, which according to Stanton (2007) are the activities carried out by organizations to facilitate mutually beneficial exchanges, these organizations can be companies that pursue profit or have a primary objective other than this, therefore, marketing strategies help to strengthen the nexus of customers with the business. According to Stanton, Etzel and Walker (2007), this is understood as a place where buyers and sellers meet, where goods and services are offered, and where transfers of ownership take place, and when this becomes unstable, it is crucial for any business to ensure that its customers are loyal.