Estrategia retención de clientes en planes individuales de universal previsión en el mercado competitivo de la ciudad de Barranquilla
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Fecha
2019
Autores
Gutiérrez Noguera, Renato
Piragua Araújo, Greter
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Las organizaciones se encuentran cada vez más interesadas en alcanzar y demostrar un mayor desempeño en su competitividad sobre todo en los aspectos de retención y fidelización de clientes, más aún en estos momentos donde el entorno económico tiene una dinámica fluctuante debido a las nuevas economías emergentes, y a la necesidad acelerada de innovación que hoy se genera por parte de los consumidores en el mercado multisectorial. El propósito de esta investigación es el de diseñar estrategias de retención de clientes en planes individuales de Universal Previsión para el impulsar la competitividad de la organización en el mercado, la investigación es de tipo descriptivo- corte propositivo de carácter cuantitativo, enmarcado en un enfoque epistemológico positivista. La técnica de recolección utilizada fue la encuesta dirigida a dos actores una muestra de 300 clientes y la otra se realizó un censo a 39 funcionarios del área comercial. Entre los resultados más significativos que requieren fortalecimiento según el 40% y 50% de los actores evaluados están la información de promociones y el aporte de los servicios complementarios que promuevan beneficios adicionales al cliente. De igual forma se presentaron unos resultados diferenciados entre dichos autores, es el caso de los funcionarios quienes un 40% consideraron las capacitaciones y su impacto como un ítem que debe fortalecerse y desde el punto de vista de los clientes estos consideraron como aspectos a mejorar están el poder evaluar el servicio con 48%, participar en estudios de mercados 67% y seguimiento en uso del servicio con 50%. Se concluye que la empresa Universal Previsión debe aprovechar sus fortalezas, ampliando sus estrategias e involucrando más al cliente en los procesos internos, de manera que se conozcan sus necesidades y expectativas y así lograr mayor fidelización de los mismos.
Organizations are increasingly interested in achieving and demonstrating greater performance in their competitiveness, especially in the aspects of customer retention and loyalty, especially in these moments where the economic environment has a fluctuating dynamic due to new emerging economies, and the accelerated need for innovation that is generated today by consumers in the multisectoral market. The purpose of this research is to design customer retention strategy in individual Universal Forecast plans to boost the competitiveness of the organization in the market, the research is descriptive type - quantitative proactive cut, framed in an epistemological approach positivist. The collection technique used was the survey aimed at two actors, a sample of 300 clients and the other, a census was carried out on 39 officials from the commercial area. Among the most significant results that require strengthening according to 40% and 50% of the actors evaluated are information on promotions and the contribution of complementary services that promote additional benefits to the client. Similarly, different results were presented among these authors, in the case of the officials who 40% considered the training and its impact as an item that should be strengthened and from the point of view of the clients they considered as aspects to improve are to be able to evaluate the service with 48%, participate in market studies 67% and follow up on use of the service with 50%. It is concluded that the Universal Previsión company must take advantage of its strengths, expanding its strategies and involving the client more in internal processes, so that their needs and expectations are known and thus achieve greater loyalty.
Organizations are increasingly interested in achieving and demonstrating greater performance in their competitiveness, especially in the aspects of customer retention and loyalty, especially in these moments where the economic environment has a fluctuating dynamic due to new emerging economies, and the accelerated need for innovation that is generated today by consumers in the multisectoral market. The purpose of this research is to design customer retention strategy in individual Universal Forecast plans to boost the competitiveness of the organization in the market, the research is descriptive type - quantitative proactive cut, framed in an epistemological approach positivist. The collection technique used was the survey aimed at two actors, a sample of 300 clients and the other, a census was carried out on 39 officials from the commercial area. Among the most significant results that require strengthening according to 40% and 50% of the actors evaluated are information on promotions and the contribution of complementary services that promote additional benefits to the client. Similarly, different results were presented among these authors, in the case of the officials who 40% considered the training and its impact as an item that should be strengthened and from the point of view of the clients they considered as aspects to improve are to be able to evaluate the service with 48%, participate in market studies 67% and follow up on use of the service with 50%. It is concluded that the Universal Previsión company must take advantage of its strengths, expanding its strategies and involving the client more in internal processes, so that their needs and expectations are known and thus achieve greater loyalty.
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Palabras clave
Estrategias de retención, Clientes, Mercado competitivo, Servicios exequiales fidelización, Retention strategies, Customers, Competitive market, Exequiales loyalty services
