Diseño de un modelo de gestión de marketing de servicios para el Gobierno Autónomo Descentralizado Municipal del cantón Riobamba, provincia Chimborazo, periodo 2017

Abstract

This work has been developed based on a services marketing management model for the Autonomous Decentralized Government of Riobamba canton. It is aimed to elaborate a loyalty plan and improvement of the user service. The methodology used is based on conducted surveys to internal and external users and an interview with the major of the GADM Riobamba, which served as support and scientific foundation. It was determined that there is poor marketing management for the provision of user services, besides due consideration has been given to the background information which serves as a basis for the studies and a scientific foundation was conducted in the realization of the idea. The proposal is based on elaborating a loyalty plan and improvement of the user service, which allow the users receive an appropriate attention and in turn satisfied with it. It is recommended that GADM implement marketing strategies focused to improve the service delivery, getting loyalty and user satisfaction, improving in this way the institution development.