Plan estratégico para la gestión administrativa y satisfacción de los socios de la Cámara de Comercio de Ambato

Abstract

The main objective of this research was to create a strategic plan by measuring and evaluating the satisfaction of Ambato's Chamber of Commerce members for their retention and loyalty. This objective was possible through documentary research in which information on administrative management and customer satisfaction was collected and compiled. In addition, field research was necessary, using instruments such as a satisfaction survey addressed to the members of the institution and an interview addressed to the executive director of the Ambato Chamber of Commerce. Both documentary and field research were based on a mixed approach. The research instruments used led to relevant information to develop a SWOT matrix. This procedure made it possible to see that of the 197 participants surveyed; there are 38% of dissatisfied partners for different internal reasons of the institution, such as lack of interest from the chamber towards its members, services that do not meet their needs, poor service, disagreement with prices and poor marketing management. These results lead to conclude that it is necessary to apply a strategic plan to improve administrative management and increase the satisfaction of the institution's members. Also, implementing these strategies will raise the level of satisfaction of the members, and finally, it is recommended to follow up or generate an after-sales service as a preventive measure to detect failures or problems with the services