Diseño de las estrategias de marketing de servicios para la empresa Serec Cia. Ltda.
Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La finalidad de este trabajo es analizar la satisfacción de los clientes con respecto a la calidad del servicio en la empresa SEREC, ubicada en la ciudad de Guayaquil, dedicada a la comercialización de materiales de limpieza e higiene en el mercado institucional, este trabajo de investigación permitirá desarrollar estrategias de marketing de servicios para mejorar la calidad de atención al cliente. Para la recolección de información se utilizó la metodología cuantitativa, la población es de 1273 clientes, de la cual se ha tomado una muestra de 295 clientes para recoger información a través de encuestas; los resultados obtenidos se evidencia que existe un porcentaje del 4% de inconformidad con la atención brindada al cliente. Por tal motivo se quiere incrementar la satisfacción de los usuarios mediante la ejecutación eficaz de estrategias que permitan la captación de nuevos clientes y así asegurar futuras ventas, ofreciendo beneficios que satisfagan sus necesidades, manteniendo las relaciones comerciales, mejorando la confianza; con el compromiso de un personal competente que conforman la empresa, garantizando los productos como la atención que se brinda, cumpliendo así los objetivos de la calidad. Este trabajo de investigación permitirá desarrollar estrategias de marketing con el fin de brindar un buen servicio al cliente y este se encuentre satisfecho por el servicio recibido.
The purpose of this work is to analyze the satisfaction of customers regarding with respect to the quality of service in the company SEREC, located in the city of Guayaquil, dedicated to the commercialization of cleaning and hygiene materials in the institutional market, this research work will allow the development of service marketing strategies to improve the quality of customer service. For the collection of information, the quantitative methodology was used, the population is 1273 clients, from which a sample of 295 clients has been taken to collect information through surveys; the results obtained show that there is a 4% percentage of nonconformity with the attention given to the client. For this reason, we want to increase user satisfaction through effective execution of strategies that allow the capture of new customers and thus ensure future sales, offering benefits that meet their needs, maintaining business relationships, improving confidence; with the commitment of a competent staff that make up the company, guaranteeing the products as well as the attention provided, thus fulfilling the quality objectives. This research work will allow the development of marketing strategies in order to provide a good service to the client and make him, be satisfied by the service received.
The purpose of this work is to analyze the satisfaction of customers regarding with respect to the quality of service in the company SEREC, located in the city of Guayaquil, dedicated to the commercialization of cleaning and hygiene materials in the institutional market, this research work will allow the development of service marketing strategies to improve the quality of customer service. For the collection of information, the quantitative methodology was used, the population is 1273 clients, from which a sample of 295 clients has been taken to collect information through surveys; the results obtained show that there is a 4% percentage of nonconformity with the attention given to the client. For this reason, we want to increase user satisfaction through effective execution of strategies that allow the capture of new customers and thus ensure future sales, offering benefits that meet their needs, maintaining business relationships, improving confidence; with the commitment of a competent staff that make up the company, guaranteeing the products as well as the attention provided, thus fulfilling the quality objectives. This research work will allow the development of marketing strategies in order to provide a good service to the client and make him, be satisfied by the service received.
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CALIDAD, COMERCIALIZACIÓN, COMPETENCIA, MARKETING