Diseño de estrategias de marketing de servicios para contribuir a la satisfacción de los clientes en las tiendas de barrio del sector cisne 2, en la Ciudad de Guayaquil, año 2017
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En el presente proyecto de investigación se realizó un estudio, en la ciudad de Guayaquil en el año
2017 a los habitantes de la ciudad del sector el Cisne 2 de la parroquia Febres Cordero, para
determinar el nivel de satisfacción de los habitantes en las tiendas de barrio de dicho sector, esto en
comparación con los nuevos formatos creados por las grandes cadenas de supermercados, y
establecer las cuales podrían ser las estrategias de marketing de servicios que fomentarían a mejorar
su nivel de satisfacción hacia el usuario o cliente de las tienda de barrio. Para llevar dicha propuesta
se elaboró un cuestionario en el que se pretende extraer la información necesaria para conseguir así,
un factor diferenciador idóneo, que se adapte a las tiendas de barrio. Al momento de la presentación
de resultados obtenidos del estudio, se propuso la creación de un diseño de estrategia de Marketing
de servicios. La investigación se sustenta de tres capítulos ordenados de manera lógica y secuencial
para que pueda ser considerado un proyecto factible, en él se detallan los antecedentes para una
mayor comprensión de las teorías relacionadas con el Marketing de servicios, su definición,
características, objetivos y tipos, la relación que guarda el marketing de servicios. Se emplean
distintos métodos de recopilación de datos, como la encuesta realizada a 385 habitantes que fue la
muestra extraída de una población de 92000, esto tomando en cuenta el último censo realizado en el
país (2010) y el desalojo de personas de sus casas, esto para la construcción de áreas verdes a lo
largo del Estero Salado de la Ciudad de Guayaquil. Para trazar las estrategias que se propondrán, los
investigadores se valieron artículos académicos e infografías digitales, libros y casos exitosos
superación de los pequeños contra los grandes minoritas en países extranjeros de la con un respectivo
cronograma de actividad y el presupuesto.
In the present research project, a study was carried out in the city of Guayaquil in the year 2017 to the inhabitants of the city of Cisne 2 sector in the of the Febres Cordero parish, to determine the level of satisfaction of the inhabitants in the shops of district of that sector, this compared with the new formats created by the large chains of supermarkets, and to establish which could be the Services marketing strategies that Encourage them to improve their level of satisfaction towards the user or client of the neighborhood store. To carry out this proposal a questionnaire was prepared in which it is intended to extract the necessary information to obtain thus, a suitable differentiating factor, that adapts to the stores of neighborhood. At the time of the presentation of results obtained from the study, proposed the creation of a service Marketing strategy design. The research is It supports three chapters sequenced logically and sequentially so that it can be considered a feasible project, it details the background for a greater understanding of theories related to Marketing of services, their definition, characteristics, objectives and types, the relationship that Saves service marketing. Different methods of Data collection, such as the survey carried out to 385 inhabitants that was the sample Extracted from a population of 92000, this considering the last census carried out in the country (2010) and the eviction of people from their homes, this for the construction of green areas along of the Salado estuary of the city of Guayaquil. To chart the strategies that will be proposed, the researchers were worth Academic articles and digital infographics, books and successful cases overcoming, of the small against the large retailers in foreign countries of the with a respective timetable of activity and the budget.
In the present research project, a study was carried out in the city of Guayaquil in the year 2017 to the inhabitants of the city of Cisne 2 sector in the of the Febres Cordero parish, to determine the level of satisfaction of the inhabitants in the shops of district of that sector, this compared with the new formats created by the large chains of supermarkets, and to establish which could be the Services marketing strategies that Encourage them to improve their level of satisfaction towards the user or client of the neighborhood store. To carry out this proposal a questionnaire was prepared in which it is intended to extract the necessary information to obtain thus, a suitable differentiating factor, that adapts to the stores of neighborhood. At the time of the presentation of results obtained from the study, proposed the creation of a service Marketing strategy design. The research is It supports three chapters sequenced logically and sequentially so that it can be considered a feasible project, it details the background for a greater understanding of theories related to Marketing of services, their definition, characteristics, objectives and types, the relationship that Saves service marketing. Different methods of Data collection, such as the survey carried out to 385 inhabitants that was the sample Extracted from a population of 92000, this considering the last census carried out in the country (2010) and the eviction of people from their homes, this for the construction of green areas along of the Salado estuary of the city of Guayaquil. To chart the strategies that will be proposed, the researchers were worth Academic articles and digital infographics, books and successful cases overcoming, of the small against the large retailers in foreign countries of the with a respective timetable of activity and the budget.
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CALIDAD DE SERVICIO, MINORISTA, MARKETING DE SERVICIOS, SATISFACCIÓN DE CLIENTES