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Propuesta de un Plan de Mercadeo Relacional Basado en Calidad de Servicio

Propuesta de un Plan de Mercadeo Relacional Basado en Calidad de Servicio

          
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About the Book

Tesis de Maestría del año 2017 en eltema Medios / Comunicación - Relaciones públicas, publicidad, marketing, medios de Comunicación Social, Materia: Maesría en Ingeniería Industrial, Idioma: Español, Resumen: La empresa caso de estudio tiene como principal actividad económica la distribución y venta de pinturas, esmaltes industriales, epóxicos y accesorios. Está conformada por dos empresas, una que se encarga de planificación, organización, dirección y control del funcionamiento de la compañía y de la red de tiendas conformada en la actualidad por un total de 30 establecimientos, ubicados en los estados Aragua y Carabobo, bajo un esquema de franquicia y una segunda empresa que se especializa en la gestión de mercadeo e imagen de la empresa. En una encuesta realizada por la empresa, el 63% de los clientes expresaron insatisfacción con el servicio brindado por la empresa, en aspectos relacionados con la asesoría técnica y atención al cliente en general. Por estas razones surgió la necesidad de plantear un plan de mercadeo relacional basado en calidad de servicio, para lo cual se efectuó una investigación de tipo descriptiva, iniciando con un diagnóstico preliminar de la situación de la calidad de servicio brindada por la empresa utilizando el modelo de evaluación EFQM, se identificaron las dimensiones claves de la calidad de servicio de la empresa aplicando una encuesta empleando la metodología SERVQUAL y análisis factorial, cuyo resultados arrojaron tres dimensiones claves: elementos tangibles, capacidad de respuesta y una tercera que engloba los aspectos confiabilidad, seguridad y empatía. Finalmente se elaboró una propuesta de un plan de mercadeo que integra los aspectos de calidad de servicio y relaciones con el cliente para la empresa caso de estudio, con la que se busca aumentar el índice de fidelización de los clientes en al menos un 30% y el duplicar su nivel de confianza en los próximos tres años.


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Product Details
  • ISBN-13: 9783668567313
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 184
  • Spine Width: 11 mm
  • Width: 148 mm
  • ISBN-10: 366856731X
  • Publisher Date: 21 Mar 2018
  • Binding: Paperback
  • Language: Spanish
  • Returnable: N
  • Weight: 245 gr


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