Analysis and the influence of marketing in its attention to the customer in the micro-enterprise Ricolombia

Main Article Content

Janneth Gabriela Jiménez-Rivera
Norman Vinicio Mora-Sánchez
Jose Kennedy Ollague-Valarezo

Abstract

The purpose of this study is to analyze the quality factors of the service applied by the Ricolombia Cake Shop company to offer its products to the customers of the city of Machala. The report will have an introduction that the problem of the case, its study indicators and the competitive advantage of the case to improve the production process of the company. during the development of the project a brief description of the company was made, the statistical analysis and results were proposed to identify the quality of service provided by the company as well as its related products, factors involved such as facilities, accessibility, Personality, The gastronomic service, consistency, perseverance, where it was identified that there is a failure in the personality factor, ie ways of psychology with the mind of the consumer by this factor of verification that there is delay in delivery of the final product, The Customer became impatient. As a result of the investigative process we recommend some strategies for the prevention of discomfort and misunderstandings in consumers for the waiting time that implies a service of consumption of the company Ricolombia Cake Shop, culminates with their respective conclusions.

Downloads

Download data is not yet available.

Article Details

How to Cite
Jiménez, J., Mora, N., & Ollague, J. (2020). Analysis and the influence of marketing in its attention to the customer in the micro-enterprise Ricolombia. 593 Digital Publisher CEIT, 5(6-1), 185-193. https://doi.org/10.33386/593dp.2020.6-1.364
Section
Administration
Author Biographies

Janneth Gabriela Jiménez-Rivera, Universidad Técnica de Machala - Ecuador

Graduated from the Faculty of Business Sciences, Technical University of Machala,
Experience of Accounting Assistant, Sismaelectri Company, Sales Advisor, in Corpvera Constructions

Norman Vinicio Mora-Sánchez, Universidad Técnica de Machala - Ecuador

Doctorate PhD in Business Administration (UNMSM), Master in Business Administration (UTM), Commercial Engineer in Business Administration (UTM), Bachelor of Business Administration, Financial Administrative Chief of Municipal Health Directorate GAD Machala (2001 - 2001) , Manager in charge of EMSA GAD Machala (2009), Former UTMACHA-MIPRO Agreement Coordinator (2014-2016), Former University Extension Coordinator (2008-2010), UTMACH Teacher since 1998.

Jose Kennedy Ollague-Valarezo, Universidad Técnica de Machala - Ecuador

Professor at the Technical University of Machala, Doctor (PhD) in Administrative Sciences, Master in International Business, Diploma in Financial Management, Higher Diploma in International Economics, Higher Diploma in Economics of Ecuador and the World, Higher Diploma in International Business Management, Diploma in Territorial Development, Diploma in Specialization in Economics, Diploma in Specialization in Public Relations, Business Engineer, Graduate in Business Administration, Public Accountant. Several publications made.

References

Coromoto, M., & Delvalle, N. (2015). Calidad de servicio de comida rápida a partir de la participación del empleado de vanguardia, Municipio Libertador, Estado Mérida, Venezuela. Saber. Revista Multidisciplinaria del Consejo de Investigación de la Universidad de Oriente, 27(4), 595-628.

Ecured. (20 de Diciembre de 2016). Ecured. Obtenido de https://www.ecured.cu/Evaluaci%C3%B3n_de_la_Calidad

Gallardo, L. (2013). El significado de las variables del marketing-mix para los públicos objetivo. Revista Razón y Palabra, 18(83), 1-18.

González, J., & Manfredi, L. (2016). EMCEL, ¿cómo ejecutar una buena recuperación del servicio? Revista Estudios Gerenciales, 32(140), 290-294.

Hoyos Ballesteros , R. (2009). La auditoria del servicio al cliente a través de la observación participante: "El cliente incógnito". Revista Colombiana de Marketing, 8(13), 35-41.

Marketing, D. (23 de Febrero de 2013). marketingdirecto.com. Obtenido de marketingdirecto.com: https://www.marketingdirecto.com/marketing-general/marketing/descubra-por-que-japon-tiene-el-mejor-servicio-de-atencion-al-cliente-del-mundo

Martínez, D. (2016). Factores clave en marketing enfoque: empresas de servicios. Orbis, Revista Científica Ciencias Humanas, 12(34), 42-58.

Moliner, B. (2012). El boca-oído de clientes insatisfechos: un enfoque de segmentación de servicios en restaurantes. Universia Business Review, 1-18.

Montoya, C., & Boyero, M. (Enero - Junio de 2013). El CRM como herramienta para el servicio al cliente en la organización. Visión del Futuro, 17(1), 130-151.

Ocando, A., & Bracho, J. (2012). Estrategias promocionales aplicadas por los supermercados para fidelizar clientes. Revista CICAG, 10, 202-220.

Oviedo, M., Muñoz, M., & Castellanos, M. (2015). La expansión de las redes sociales. Un reto para la gestión de marketing. Revista Contabilidad y Negocios, 10(20), 59-69.

Ramírez, C. (2013). La importancia de la estrategia comparativa. Revista Pensamiento y Gestión(35), 182-205.

Torres, T., & Claudia, E. (2013). El marketing al servicio de las organizaciones del tercer sector. Revista Estudios Gerenciales, 29(129), 386-395.

Most read articles by the same author(s)

1 2 > >>