Impacto de la calidad del servicio en la satisfacción y fidelización de la industria farmacéutica, caso Farmacia Mia.
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El presente trabajo de investigación tiene la finalidad de conocer el comportamiento de compra de los clientes de la Farmacia Mia de la cuidad de Pasaje, el objetivo de esta investigación es el impacto de la calidad del servicio en la satisfacción y fidelización de la industria farmacéutica. Para ello, en el marco teórico se analizan los constructos: calidad de servicio, fidelización y satisfacción, en la cual se aplicó la metodología cuantitativa con una muestra de 265 económicamente activos que sean clientes o hayan realizado alguna compra en las Farmacias Mia. Los resultados obtenidos permiten la aceptación de las hipótesis que fueron planteadas, demostrando así, que la calidad del servicio influye de manera positiva en la fidelización, dando lugar a la lealtad de los clientes e induciendo a intenciones de compra; la satisfacción y fidelización de los clientes, da como resultado que los consumidores perciban nuestra marca como la mejor alternativa, mientras que, la calidad de servicio y satisfacción se enmarca dentro de experiencias obtenidas en las dimensiones del servicio adquirido.
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Douglas Antonio Suárez-Flores, Universidad Técnica de Machala - Ecuador
Soy Douglas Suárez, estudiante de la carrera de Mercadotecnia en la Universidad Técnica de Machala, actualmente me encuentro cursando el último semestre y previo a obtener mi título de tercer nivel, a lo largo de mi preparación académica he participado en cursos, capacitaciones y proyectos que ha sido beneficioso para poder realizar investigaciones académicas con fuentes primarias y secundarias, así mismo, logrando con satisfacción el desarrollo de un artículo científico.
Leslie Arianna Márquez-Ríos, Universidad Técnica de Machala - Ecuador
Soy Arianna Márquez, estudiante de la carrera de Mercadotecnia en la Universidad Técnica de Machala, actualmente estoy terminando de cursar el ultimo semestre de la carrera, previo a obtener mi titulo de tercer nivel. Durante mi carrera universitaria he sido participe de varias capacitaciones y proyectos. En lo investigativo he desarrollado investigaciones académicas con fuentes primarias y secundarias, lo cual me ha permitido lograr un articulo científico.
Irene Sanchez-González
https://orcid.org/0000-0002-3096-9977
Docente – investigadora de la Universidad Técnica de Machala, Ingeniera en Marketing por la Universidad Técnica de Machala, Magíster en Administración de Empresas con mención en Recursos Humanos y Marketing por la Universidad de Guayaquil, Diplomado en Marketing por la Universidad de Guadalajara-México, Diplomado en escritura científica, Instituto de Salamanca- Colombia, y Diplomado en Redes Sociales Academia Impacta -México. Candidata a Doctora en Marketing por la Universidad de Valencia - España. Consultora de Marketing e Investigación de Mercados. Directora de Marketing de empresas de servicios. Experiencia en docencia nivel superior desde el 2014 en las asignaturas de Marketing, Marketing Internacional, Marketing Comunitario, Marketing promocional, Investigación de Mercados, Gerencia de Marketing, Ha publicado libros, capítulos de libros y artículos científicos. Actualmente es Vicerrectora Administrativa de la Universidad Técnica de Machala
Vladimir Alexander Avila-Rivas
https://orcid.org/0000-0001-6526-8487
Doctor en Ciencias Administrativas de la UMMSM
Coordinador de la carrera de Mercadotecnia de la UTMACH desde el 2019
Docente Investigador Titular de la UTMACH desde el 2014
Presidente de la Agencia de Viajes AVILA TOURS CIA. LTDA.
Experiencia en el área del Marketing., Ventas y atención al cliente desde hacer 12 años.
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