Plan de marketing para mejorar el servicio al cliente de la distribuidora de cemento Chimborazo de la ciudad de Riobamba

Abstract

The present study aimed to develop a marketing plan to improve customer service at DISTRIBUIDORA DE CEMENTO CHIMBORAZO headquartered in Riobamba city, which began with a research related to the bibliographic sustainability and based on two variables: A marketing plan and customer service. A qualitative and quantitative methodology was applied with a descriptive and exploratory level and a non-experimental design as the information was obtained by a field research by using different techniques and instruments such as a survey that was applied to the economically active population of the Veloz parish with a sample of 371 people, as well as interviews with the manager of the hardware store in Distribuidora de Cemento Chimborazo. As a result, it was found that the hardware store shows deficiencies in terms of service as 49% of the population grade the service as regular and 28% recommend sellers a friendly customer service. On the other hand, an internal and external analysis where the corresponding diagnosis was determined according to the service that the hardware store provides to its customers. Therefore, the present study was proposed which is based on CRM based strategies that benefit the hardware store and help counteract the most relevant shortcomings found in this investigation. It was concluded that the hardware store should provide a good customer service, as a key factor for the business growth, guaranteeing customer loyalty through good long-term relationships so that the hardware store is recommended to implement these strategies and carry out constant monitoring to provide an excellent service.