Propuesta de estrategias de comercialización para los servicios del Instituto de Ginecología y Osteoporosis del cantón Riobamba, provincia de Chimborazo

Abstract

The present research deals with the proposal of marketing strategies for the services of the Gynecology and Osteoporosis Institute of the Canton Riobamba Canton, Province of Chimborazo, and its purpose is to develop commercial strategies that allow the loyalty of current clients and the increase of participation in the market "with the capture of new customers". For its development, surveys were used, which allowed an analysis of customer satisfaction in terms of services received, through the results obtained were elaborated marketing strategies such as: loyalty strategies, strategies to attract new Clients, in addition to strategies of promotion, differentiation, communication and alliance, through the application of the proposal the Institute is expected to have satisfied and loyal customers and also attract new clients, which will mean an increase in their revenues. Once the study is done and with the evidence found, it is recommended to purchase an ambulance and the implementation of an elevator and in this way to promote a culture of excellence in care, to project greater confidence to their clients.