Por favor, use este identificador para citar o enlazar este ítem:
http://dspace.udla.edu.ec/handle/33000/8368| Tipo de material : | masterThesis |
| Título : | Impacto de las estrategias de marketing interno implementadas en la empresa odontológica Vega Beltrán de la ciudad de Quito en el periodo Agosto Diciembre 2015 |
| Autor : | Cárdenas Salazar, Verónica Monserrate |
| Tutor : | Larrea Cabrera, Susana Janneth |
| Palabras clave : | CONSULTORIO ODONTOLÓGICO;MARKETING INTERNO;CALIDAD DE SERVICIO |
| Fecha de publicación : | 2017 |
| Editorial : | Quito: Universidad de las Américas, 2017 |
| Citación : | Cárdenas Salazar, V. M. (2017). Impacto de las estrategias de marketing interno implementadas en la empresa odontológica Vega Beltrán de la cuidad de Quito en el periodo Agosto-Diciembre 2015 (Tesis de maestría). Universidad de las Américas, Quito. |
| Resumen : | En la actualidad el marketing interno es considerado un proceso estratégico para lograr la satisfacción de los clientes externos, mediante el empoderamiento de los empleados… |
| Descripción : | At present, internal marketing is considered a strategic process to achieve the satisfaction of external customers, through the empowerment of employees. The present work intends to measure the patients demand from the internal marketing training provided to the personnel who work in the Vega Beltrán dental clinics in the city of Quito during the period August – December 2015 the same ones that were carried out after the analysis of surveys applied to the patients in each one of the clinics and that allowed to identify the problems. The results obtained in this research denote that the increase in the demand of patients and consequently the economic increase of the clinic were achieved and that this largely depended on the internal marketing training provided to all the personnel. It can be observed that the correct management of the internal marketing in the company allowed them to reach the objectives set (increase of the demand of patients), and this was achieved thanks to the trainings that were evaluated before being applied, the appropriate trainings were dictated depending the area that should receive them, post-training surveys were conducted to immediately correct the shortcomings and finally the errors were corrected immediately. In this way the percentage of patients dissatisfied with the service received could be reduced, increasing the demand and retention of the same. |
| URI : | http://dspace.udla.edu.ec/handle/33000/8368 |
| Aparece en las colecciones: | Maestría en Administración de Instituciones de Salud |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TEAIS-2017-51.pdf | 1,86 MB | Adobe PDF | Visualizar/Abrir |
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons
