Estudio comparativo sobre el índice de rotación de clientes importadores en una agencia aduanal en Manzanillo, periodo (2018–2019)

Abstract

This research comparatively analyzes the loss of importing clients at the ZLO Customs Agency, Manzanillo branch, during the period 2018–2019. The study adopts a quantitative, non-experimental, and descriptive-comparative approach, based on the analysis of data from a population of 635 importing clients. Data mining and descriptive statistical techniques were applied using business intelligence tools and pivot table analysis. The results indicate that the number of clients lost increased from 176 in 2018 to 211 in 2019, with a monthly average of 16 clients lost compared to 12 new clients acquired, demonstrating negative growth in the client base. Furthermore, a high operational dependence on a small group of high-volume clients and a significant churn rate in the early stages of the business relationship were identified. It is concluded that the implementation of retention indicators and data analysis strategies is fundamental to strengthening the competitiveness of customs agencies and optimizing customer relationship management in foreign trade.