Diseño de estrategias de marketing de servicios para la empresa Univisa S. A. en el cantón Guayaquil en el Año 2018
Fecha
2018
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Editor
Universidad de Guayaquil Facutad de Ciencias Administrativas
Resumen
El presente trabajo de titulación llamado “Diseño de estrategias de marketing de servicios para la empresa Univisa Cantón Guayaquil, Año 2018”, pretende identificar los factores que inciden en los clientes de Tv pagada, y, establecer teóricamente la importancia de las estrategias de marketing de servicio; para ello, se procedió a realizar la investigación de campo, por medio de la observación y búsqueda de información, identificando las variables para desarrollar el marco teórico, el cual se basa en los antecedentes y conceptualización de estrategias de marketing de servicio, también se determina las falencias del servicio ofrecido por la empresa objeto de estudio; los métodos cuantitativos y cualitativos de investigación, técnicas e instrumento aplicados en la recolección de datos, tales como: la encuesta, determinando una población de 382 suscriptores cliente de Univisa, obteniendo como resultados: decodificador no enciende, intermitencia, problemas de señal, decodificador inhibido; asimismo, se realizó entrevistas a los gerentes de áreas claves de la empresa para captar sus opiniones con respecto a las falencias expresadas por los clientes, en base de esto, se procede al desarrollo de la propuesta, la cual, consiste en el desarrollado de estrategia de marketing de servicio para la empresa Univisa, implementando la herramienta Es-Qual por medio de redes sociales, para poder brindar una posible solución a los inconvenientes manifestados por el cliente; obteniendo rapidez y mejora en el servicio.
The present work of qualification called "Design of marketing strategies of services for the company Univisa Canton Guayaquil, year 2018", aims to identify the factors that affect the clients of paid Tv, and, to theoretically establish the importance of the Service marketing strategies; To this end, the field investigation was carried out by means of observation and search for information, identifying the variables to develop the theoretical framework, which is based on the antecedents and conceptualization of marketing strategies of Service, it is also determined the flaws of the service offered by the company under study; The quantitative and qualitative methods of research, techniques and instruments applied in data collection, such as: The survey, determining a population of 382 Univisa client subscribers, obtaining as results: Decoder no Ignites, flashes, signal problems, decoder inhibited; In addition, interviews were conducted to the managers of key areas of the company to capture their opinions regarding the flaws expressed by the clients, on the basis of this, it proceeds to the development of the proposal, which, consists of the developed strategy of Service marketing for Univisa Company, implementing the tool is-Qual through social networks, in order to provide a possible solution to the disadvantages expressed by the client; Getting speed and improvement in the service.
The present work of qualification called "Design of marketing strategies of services for the company Univisa Canton Guayaquil, year 2018", aims to identify the factors that affect the clients of paid Tv, and, to theoretically establish the importance of the Service marketing strategies; To this end, the field investigation was carried out by means of observation and search for information, identifying the variables to develop the theoretical framework, which is based on the antecedents and conceptualization of marketing strategies of Service, it is also determined the flaws of the service offered by the company under study; The quantitative and qualitative methods of research, techniques and instruments applied in data collection, such as: The survey, determining a population of 382 Univisa client subscribers, obtaining as results: Decoder no Ignites, flashes, signal problems, decoder inhibited; In addition, interviews were conducted to the managers of key areas of the company to capture their opinions regarding the flaws expressed by the clients, on the basis of this, it proceeds to the development of the proposal, which, consists of the developed strategy of Service marketing for Univisa Company, implementing the tool is-Qual through social networks, in order to provide a possible solution to the disadvantages expressed by the client; Getting speed and improvement in the service.
Descripción
Palabras clave
MARKETING, SERVICIO, MEJORA, CALIDAD