Plan de Marketing Integral para el Hospital General Andino de Chimborazo.

Abstract

The present work has as objective to elaborate a Marketing Plan for the Andino General Hospital of Chimborazo using the SERVQUAL method, taking into account that this method is a tool that helps us to diagnose the current situation of this health house and make the managers of the HGACH increase medical care in the different health services offered by the hospital, so it will optimize resources that will help them increase new health services. According to the results that have been obtained in the present investigation, it was possible to discover with certainty what the opinion of the users is about the quality of the service received, it was determined that market research is a very useful tool to know the current situation on the needs and information that consumers provide and that is a fundamental part of the Marketing Plan. This research work was able to reveal that AGHCH has a good level of acceptance in the Riobambeño market, however, it is necessary to implement a marketing plan that allows to inform the public about the services offered by this health house, and from this increase its users; it is necessary to continue using the FODA as an administrative tool, to perform the situational analysis of the hospital since it allows us to know the entire structure and minimize risks; Implement the marketing plan in the AGHCH since applying it will achieve many benefits such as greater user satisfaction, communicating to other people and improving their income. The strategies and tactics that were found through the use of the SERVQUAL Model that have been proposed to achieve the objectives must be implemented.