The fifth P of Marketing: Personal or People
Article Sidebar
Main Article Content
Abstract
The Fifth P of marketing: the staff is a substantial element in the provision of a service. However, it involves different setbacks. One of the problems that exists in the cafeteria in the town of Escárcega is staff turnover, since employees are constantly replaced due to their lack of commitment to the company, without providing correct customer service, which causes diners do not return to the establishment or express their non-conformities to the manager. In this situation, the P for People will be used, emphasizing the training of employees, since the staff often lack the knowledge to know how to treat the client. Through this research, the aim is to improve the quality of the company's service by creating strategies to increase the level of attention and commitment of the employees. The research approach is qualitative, in the same way it is considered descriptive, since it includes the description, registration, analysis and interpretation of current nature. A interview will be applied, where the 8 employees of the company will participate; As it is a unique case, it is not necessary to calculate the sample, therefore 100% of the population is considered, the data obtained will be analyzed using Excel and SPSS software using tables and graphs. It is intended that the short-term benefits of the project will be the increase in sales in the company, as well as improving the quality, speed and attention from the employee.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
1. Derechos de autor
Las obras que se publican en 593 Digital Publisher CEIT están sujetas a los siguientes términos:
1.1. 593 Digital Publisher CEIT, conserva los derechos patrimoniales (copyright) de las obras publicadas, favorece y permite la reutilización de las mismas bajo la licencia Licencia Creative Commons 4.0 de Reconocimiento-NoComercial-CompartirIgual 4.0, por lo cual se pueden copiar, usar, difundir, transmitir y exponer públicamente, siempre que:
1.1.a. Se cite la autoría y fuente original de su publicación (revista, editorial, URL).
1.1.b. No se usen para fines comerciales u onerosos.
1.1.c. Se mencione la existencia y especificaciones de esta licencia de uso.
Jared Asael Ocampo-Carrasco, Instituto Tecnológico Superior de Escárcega - México
I am a student at the Higher Technological Institute of Escárcega, currently in the seventh semester of the Bachelor of Administration career, I have taken different courses such as Entrepreneurial Talent, Safe Return where I have received the different certificates of compliance with each one of them, in the same way form I am an applicant to participate in the Fourth Student Research Colloquium 2021.
Fabian Molar-Fernández, Instituto Tecnológico Superior de Escárcega - México
I am an applicant to participate in the Fourth Student Research Colloquium 2021, I am currently studying at the Higher Technological Institute of Escárcega studying the seventh semester of the Bachelor of Administration career. I have taken courses called "Entrepreneurial Talent", "Safe Return", I have also received the certificates of compliance with each of these courses.
Rubén Alejandro Roca-Méndez, Instituto Tecnológico Superior de Escárcega - México
I am studying the seventh semester of the Bachelor of Administration career at the Higher Technological Institute of Escárcega, I am an applicant for the Fourth Student Research Colloquium 2021. I have 2 certificates of the courses I have taken throughout my academic history, which are named "Entrepreneurial Talent" and "Safe Return".
José Alberto Sánchez-López, Instituto Tecnológico Superior de Escárcega - México
Administration for 10 years at a higher level, master's studies in administration, current doctoral student at UCI-Mexico, Prodep profile, leader of the academic body "Management and business development" with key ITSESCA-CA-2, certification in the standard of competence EC0647 "To promote meaningful learning in Upper Secondary and Higher Education". Research related to issues of Corporate Social Responsibility, Digital Marketing, Competitiveness, Entrepreneurship.
References
Araque, D., Sánchez , J., & Uribe, A. (28 de Febrero de 2017). Relación entre marketing interno y compromiso organizacional en Centros de Desarrollo Tecnológico colombianos. Estudios gerenciales, 33(142), 95-101. doi:http://dx.doi.org/10.1016/j.estger.2016.12.005
Baby, J., & Londoño, J. (2008). Las P´s de Mercadeo algunas decisiones. AD-minister(12), 149-161. Obtenido de https://www.redalyc.org/articulo.oa?id=322327242009
Bardin, L. (2002). Análisis de contenido. Madrid: Akal.
Catañeda, J. (2019). Evolución de las 4P o marketing Mix (Tesis de grado). Universidad de Valladolid, Valladolid, España.
Espuga, M. (2015). Estrategias de marketing en una biblioteca pública de suburbio: Biblioteca Font de la Mina. EPI: Revista cientifica internacional , 24(1), 39-43. doi:https://doi.org/10.3145/epi.2015.ene.05
García, J. J. (2020). Marketing relacional para incrementar la fidelización de clientes dentro de la compañia Alpesystem. (Tesis de posgrado). Universidad de Guayaquil Facultad de Ciencias Administrativas, Guayaquil, Ecuador.
Hernández, R., Fernández, C., & Baptista, M. d. (2014). Metodología de la investigación. México: Mc Graw Hill.
Kotler, P. (2000). Dirección de Marketing. Madrid: Prentice-Hall.
Kotler, P, G. A. (2012). Marketing, Decimocuarta edición. México: Pearson Educación
Martínez , C., & Piedad , C. (2006). El método de estudio de caso: estrategia metodológica de la investigación científica. Pensamiento & Gestión, 20, 165-193. Recuperado el 29 de Octubre de 2021, de https://www.redalyc.org/articulo.oa?id=64602005
Martínez, J. H. (Febrero de 2005). Las personas en la organización. Equidad y desarrollo(3), 35-45. Obtenido de https://dialnet.unirioja.es/servlet/articulo?codigo=5166521
Mora Contreras, C. (2 de Julio-Diciembre de 2005). La Responsabilidad Social Empresarial: Razón de ser del Marketing como sistema de pensamiento organizacional. Visión Gerencial, 4(2), 171-179. Obtenido de https://www.redalyc.org/articulo.oa?id=465545873007
Pilacuán, P. (2019). Plan de marketing para la heladería y cafetería D’ Franlu, ubicada en la ciudad de Ibarra, provincia de Imbabura (Tesis de grado). Universidad Técnica del Norte, Iba-rra, Ecuador.
Rodríguez, E. A. (2005). Metodología de la investigación. México: Universida Juárez Autónoma de Tabasco.
Rojas, N. V. (2019). Satisfacción del paciente mediante el uso del marketing mix (7p´ s) para la promoción de una clínica odontológica de la ciudad de Lima. (Tesis de grado). Universidad Inca Garcilaso de la Vega, Bellavista, Perú.
Sáenz, M. (2017). Impacto de la capacitación en la mejora de la productividad. In Crescendo Institucional, 8(1), 93-105. Obtenido de https://revistas.uladech.edu.pe/index.php/increscendo/article/view/1500/1280
Stanton, W. J., Etzel, M. J., & Walker, B. J. (2002). Fundamentos de Marketing. México: Mc Graw Hill - Interamericana.
Yin, R. (1994): Case Study Research: Design and Methods. Sage Publications, Thousand Oaks, CA.