Diseño de estrategias de marketing de servicios para la fidelización de los clientes de la empresa Codemersa S.A. Ciudad de Guayaquil, Año 2017
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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Marketing de servicios como propuesta para la fidelización, es el tema del presente trabajo de tesis presentado. La fidelización está asociada a términos como la rentabilidad en las empresas de servicios, claro está que un factor a considerar es también el tipo de clientes con que se cuenta ya que no siempre la totalidad de la cartera de clientes es rentable. La importancia de la aplicación de estrategias englobadas en el marketing de servicios radica en que en los negocios de servicios el talento humano juega un papel fundamental debido a que el contacto con el cliente es constante y no solo de manera presencial. Es por esto que las empresas de servicio deben contar con personal altamente capacitado para la prestación del servicio, motivado y enfocado en lograr la satisfacción del cliente ya que este último es el que realiza la valoración del mismo y su apreciación de calidad. Se presenta una recopilación de investigaciones de otros autores referentes a las variables de estudio del presente trabajo de tesis: Marketing de servicios y fidelización y se desarrolla la investigación a lo largo de los tres primeros capítulos y teniendo como cuarto capítulo la propuesta. En este caso de la empresa Codemersa S.A. el objetivo general es conocer el por qué de la deserción de los clientes con la finalidad de diseñar estrategias de Marketing de servicios, para lo cual se aplican las técnicas de investigación exploratoria y descriptiva cada una con sus respectivos instrumentos como entrevistas y encuestas. La entrevista realizada al gerente comercial de la empresa y la encuesta aplicada a la muestra de 108 clientes de la empresa. Con la obtención de los resultados a partir de los instrumentos empleados se propone un programa de servicio al cliente como estrategia de Marketing de servicios a ser aplicado al personal de la empresa.
Marketing of services as a proposal for the loyalty, is the subject of this thesis work submitted. The loyalty is associated with terms such as profitability in the service companies, it is clear that a factor to consider is also the type of customers with that account since it is not always the entire portfolio of clients is cost-effective. The importance of the implementation of strategies in the marketing of services lies in the fact that in the business of the human talent plays a fundamental role because the contact with the customer is constant and not only in person. It is for this reason that companies must count with highly qualified personnel for the provision of the service, motivated and focused on achieving customer satisfaction since the latter is the valuation of the same and its appreciation of quality. Is a compilation of research of other authors concerning the variables of the study of this thesis work: Services Marketing and loyalty and develops research over the first three chapters and taking as a fourth chapter the proposal. In this case the company Codemersa S.A. the general objective is to understand the why of the desertion of the clients with the purpose of designing marketing strategies of Services, which will apply the techniques of descriptive and exploratory research each with their respective instruments such as interviews and surveys. The interview with the commercial manager of the company and the survey applied to the sample of 108 clients of the company. With the obtaining of the results from the instruments used proposes a program of customer service as a strategy for marketing of services to be applied to the staff of the company.
Marketing of services as a proposal for the loyalty, is the subject of this thesis work submitted. The loyalty is associated with terms such as profitability in the service companies, it is clear that a factor to consider is also the type of customers with that account since it is not always the entire portfolio of clients is cost-effective. The importance of the implementation of strategies in the marketing of services lies in the fact that in the business of the human talent plays a fundamental role because the contact with the customer is constant and not only in person. It is for this reason that companies must count with highly qualified personnel for the provision of the service, motivated and focused on achieving customer satisfaction since the latter is the valuation of the same and its appreciation of quality. Is a compilation of research of other authors concerning the variables of the study of this thesis work: Services Marketing and loyalty and develops research over the first three chapters and taking as a fourth chapter the proposal. In this case the company Codemersa S.A. the general objective is to understand the why of the desertion of the clients with the purpose of designing marketing strategies of Services, which will apply the techniques of descriptive and exploratory research each with their respective instruments such as interviews and surveys. The interview with the commercial manager of the company and the survey applied to the sample of 108 clients of the company. With the obtaining of the results from the instruments used proposes a program of customer service as a strategy for marketing of services to be applied to the staff of the company.
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CALIDAD, EMPRESA DE SERVICIO, FIDELIZACIÓN, MARKETING DE SERVICIOS