Análisis de la orientación al mercado de las empresas de la parroquia salinas de Guaranda
Fecha
2020
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administración
Resumen
El presente trabajo de investigación está enfocado en determinar como la orientación del mercado
afecta en la satisfacción del cliente de las empresas del Gruppo Salinas, bajo la marca Salinerito. La
metodología usada fue de enfoque mixto, con un tipo de investigación descriptiva, el diseño de la
investigación fue experimental- transversal, las técnicas de recolección de datos fueron de entrevista y
la encuesta. Los datos fueron procesados en SPSS v 2.2. Mediante los resultados de la investigación
se pudo determinar que la orientación al mercado de la corporación se realiza de manera empírica,
esto se contrasta con lo mencionado en la entrevista realizada al presidente de la corporación, por lo
tanto, se concluye que para alcanzar el mercado meta la Corporación deberá de trabajar en estrategias
de penetración de mercado y en integrar capacidades organizativas, que permitirá aumentar la
satisfacción de los clientes. Las mismas que han sido plasmadas en la propuesta de este trabajo de
investigación.
This research work is focused on determining how the market orientation affects the customer satisfaction of the companies of the Salinas Group, under the Salinerito brand. The methodology used was a mixed approach, with a descriptive type of research, the design of the Research was experimental- transversal, data collection techniques were interview and survey. The data was processed in SPSS v 2.2. Through the results of the investigation it was determined that the market orientation of the corporation is performed empirically, this is contrasted with what was mentioned in the interview with the president of the corporation, therefore, it is concluded that to reach the market The goal of the Corporation must work on market penetration strategies and integrate organizational functions, as well as increase customer satisfaction. the same ones that have been reflected in the proposal of this research work.
This research work is focused on determining how the market orientation affects the customer satisfaction of the companies of the Salinas Group, under the Salinerito brand. The methodology used was a mixed approach, with a descriptive type of research, the design of the Research was experimental- transversal, data collection techniques were interview and survey. The data was processed in SPSS v 2.2. Through the results of the investigation it was determined that the market orientation of the corporation is performed empirically, this is contrasted with what was mentioned in the interview with the president of the corporation, therefore, it is concluded that to reach the market The goal of the Corporation must work on market penetration strategies and integrate organizational functions, as well as increase customer satisfaction. the same ones that have been reflected in the proposal of this research work.
Descripción
Palabras clave
ORIENTACIÓN AL MERCADO, GRUPPO SALINAS, GESTIÓN COMUNITARIA