Diseño de un plan de marketing de servicios para la Cooperativa de Transporte de Pasajeros “Reina de las Mercedes” en la ciudad de Santo Domingo, provincia de Santo Domingo de los Tsáchilas

Abstract

The objective of the present graduation work was the elaboration of the design of a service marketing plan for the Passenger Transport Union “Reina de las Mercedes” in the city of Santo Domingo, in order to analyze and improve the service quality through the formulation of marketing strategies that are viable for the organization. The methodology used was qualitative and quantitative research, the technique of the interview was applied to the manager of the cooperative and the technique of the survey to the users of the service; thanks to these instruments, an external and internal analysis of the organization was developed as well as the application of the SWOT matrix. As a result it was obtained that the collaborators do not have a good relationship with the users, lack of quality of service, lack of training and the perception of the users according to the quality is average. The competitive advantages were also identified, as the experience they have in the passenger transport market, they have modern units and economic solvency. Finally, it is concluded in the formulation of marketing strategies that are aimed at improving the quality of service and the application of the service marketing plan is recommended to achieve the company’s competitive objectives.