Estrategias de marketing de servicio para los conductores de Tricimotos en el Cantón Samborondón
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Fecha
2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente estudio tiene como finalidad analizar la situación actual acerca de la calidad del servicio que brindan los choferes del servicio de transporte tricimotos, con la finalidad de detectar oportunidades que le permitan mejorar dicha calidad de servicio, así como, la percepción de sus usuarios mediante el planteamiento de estrategias de marketing de servicios, para lograrlo se han realizado un análisis sobre las conocimientos existentes relacionados al marketing de servicios, la operaciones actual y la situación actual en cuanto al servicio percibido por los usuarios para de esa manera conocer las falencias. Para el desarrollo del estudio se ha realizado una investigación de tipo exploratoria y descriptiva, además se han realizado encuestas y entrevistas para el levantamiento de la información. Los resultados permitieron determinar este mecanismo de movilidad es considerado como deficiente y con un mal manejo interno, por lo cual se determinó que el marketing de servicio puede ser aplicado para mejorar la prestación de este servicio de movilidad. Es por ello que en este proyecto se plantean estrategias basadas en el marketing de servicios para mejorar su calidad mediante la realización de capacitaciones, evaluación de servicio brindado y mejora en los sistemas de comunicación.
The purpose of this study is to analyze the current situation regarding the quality of the service provided by the drivers of the transport service, in order to detect opportunities that allow them to improve this service quality, as well as the perception of their users through the approach of marketing strategies of services, to achieve it, an analysis has been made on the existing knowledge related to marketing of services, current operations and the current situation regarding the service perceived by users in order to know the shortcomings. For the development of the study, an exploratory and descriptive research has been carried out, and surveys and interviews have been carried out to gather the information. The results allowed to determine this mechanism of mobility is considered as deficient and with a bad internal management, for which it was determined that service marketing can be applied to improve the provision of this mobility service. That is why this project proposes strategies based on the marketing of services to improve their quality through training, evaluation of service provided and improvement in communication systems.
The purpose of this study is to analyze the current situation regarding the quality of the service provided by the drivers of the transport service, in order to detect opportunities that allow them to improve this service quality, as well as the perception of their users through the approach of marketing strategies of services, to achieve it, an analysis has been made on the existing knowledge related to marketing of services, current operations and the current situation regarding the service perceived by users in order to know the shortcomings. For the development of the study, an exploratory and descriptive research has been carried out, and surveys and interviews have been carried out to gather the information. The results allowed to determine this mechanism of mobility is considered as deficient and with a bad internal management, for which it was determined that service marketing can be applied to improve the provision of this mobility service. That is why this project proposes strategies based on the marketing of services to improve their quality through training, evaluation of service provided and improvement in communication systems.
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Palabras clave
ESTRATEGIAS, MARKETING DE SERVICIO, COMPORTAMIENTO, CONDUCTORES