Estrategias de fidelización en una administradora de fondos de pensiones: un enfoque al servicio
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Fecha
2019
Autores
Granobles Méndez, Erika
Valencia Rivera, Iveth
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
En este trabajo de investigación se establecieron las estrategias transversales requeridas dentro de una administradora de fondos de pensiones para fidelizar a sus clientes, esto desde un enfoque encaminado a la prestación de un servicio integral, tomando en cuenta como base la necesidad de las organizaciones de hoy día en generar fidelidad y cercanía de los clientes para con sus productos y servicios.
Para ello, la investigación se apoyó tanto en la identificación de dimensiones de servicio presentes en la organización, como la identificación de las estrategias utilizadas en el momento por la compañía, siendo estos objetivos específicos, la base para el diseño de estrategias con carácter transversal que permitan fidelizar a los clientes. La investigación concluye, que de acuerdo a la apropiación transversal, tanto del servicio como de los canales tecnológicos como piedra angular de las organizaciones que tienen como objeto social la administración de fondos pensionales, sin importar si estos son obligatorios o voluntarios, por parte de los colaboradores de la compañía, en este sentido, resulta pertinente la implementación de las estrategias propuestas, teniendo como norte la fidelización de los clientes y la prestación de un servicio integral, efectivo y a la medida con los requerimientos de los clientes.
In this research work, the transversal strategies required within a pension fund manager were established to build customer loyalty, this from an approach aimed at providing a comprehensive service, taking into account the need of today's organizations day to generate customer loyalty and proximity to their products and services. For this, the research relied on both the identification of service dimensions present in the organization, and the identification of the strategies used at the time by the company, these specific objectives being the basis for the design of strategies with a transversal nature that allow customer loyalty. The investigation concludes that, according to the transversal appropriation, both of the service and of the technological channels as a cornerstone of the organizations whose purpose is the administration of pension funds, regardless of whether they are mandatory or voluntary, by the In this sense, employees of the company are relevant to the implementation of the proposed strategies, with customer loyalty and the provision of a comprehensive, effective and tailored service with customer requirements.
In this research work, the transversal strategies required within a pension fund manager were established to build customer loyalty, this from an approach aimed at providing a comprehensive service, taking into account the need of today's organizations day to generate customer loyalty and proximity to their products and services. For this, the research relied on both the identification of service dimensions present in the organization, and the identification of the strategies used at the time by the company, these specific objectives being the basis for the design of strategies with a transversal nature that allow customer loyalty. The investigation concludes that, according to the transversal appropriation, both of the service and of the technological channels as a cornerstone of the organizations whose purpose is the administration of pension funds, regardless of whether they are mandatory or voluntary, by the In this sense, employees of the company are relevant to the implementation of the proposed strategies, with customer loyalty and the provision of a comprehensive, effective and tailored service with customer requirements.
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Palabras clave
Estrategias de fidelización, Servicio, Servicio al cliente, Loyalty strategies, Service, Customer service