Análisis de la atención del cliente brindada por Produbanco para el desarrollo de las estrategias de promoción para el año 2015
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Fecha
2016-01-28
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Universidad de Guayaquil. Facultad de Comunicación Social. Carrera de Publicidad y Mercadotecnia.
Resumen
El presente trabajo trata de la falta de conocimiento que tiene la entidad bancaria Produbanco sobre sus clientes y va direccionado a las agencias de la empresa en cuestión y como prueba piloto la Agencia La Garzota, ya que se ha podido apreciar que la atención al cliente no es personalizada, lo que causa molestias por parte de ellos. Incitando de esta forma a la creación de este proyecto para lo cual se requiere de la búsqueda e implementación de términos que sirven para poder comprender mejor dicho trabajo, los mismos que son sustentados por fuentes bibliográficas que ayudan a poder defender mejor el tema. Para poder tener una mejor apreciación de lo que se puede realizar para fidelizar a los clientes se elaboró una investigación de mercado la cual se realizó por medio de una metodología de campo, con la técnica descriptiva, para lo cual se usó encuestas con preguntas cerradas que pudieron ayudar a que los encuestados den una respuesta mucho más concreta y acercada a la realidad, donde se pudo constatar que el 78% está en total acuerdo de que exista un sistema con el que se personalice la atención al cliente. Teniendo como objetivo desarrollar una campaña promocional para lograr obtener presencia en el mercado guayaquileño de Produbanco, como estrategia de promoción.
This work is the lack of knowledge that has the Produbanco Bank on its customers and will directed agencies of the company in question and pilot Garzota the Agency, since is has been able to appreciate that the customer service is not customized, which causes discomfort from them. Thus urging the creation of this project for what is required search and implementation of terms which serve to better understand work, those who are supported by bibliographic sources that help to better defend the issue. In order to have a better appreciation of what can be done to retain customers was market research which was carried out through a methodology of field, with the descriptive technique, which used surveys with closed questions that could help that respondents give an answer much more concrete and brought closer to reality where it was found that 78% is in total agreement that there is a system that will customize the customer service. Aiming to develop a promotional campaign to achieve product presence in the Guayaquil market Produbanco, as customer loyalty strategy.
This work is the lack of knowledge that has the Produbanco Bank on its customers and will directed agencies of the company in question and pilot Garzota the Agency, since is has been able to appreciate that the customer service is not customized, which causes discomfort from them. Thus urging the creation of this project for what is required search and implementation of terms which serve to better understand work, those who are supported by bibliographic sources that help to better defend the issue. In order to have a better appreciation of what can be done to retain customers was market research which was carried out through a methodology of field, with the descriptive technique, which used surveys with closed questions that could help that respondents give an answer much more concrete and brought closer to reality where it was found that 78% is in total agreement that there is a system that will customize the customer service. Aiming to develop a promotional campaign to achieve product presence in the Guayaquil market Produbanco, as customer loyalty strategy.
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ATENCION AL CLIENTE, ESTRATEGIAS, PROMOCION AL CLIENTE