Publication: Marketing mix y su influencia en la satisfacción de los clientes de Tecnoplas SAC, Trujillo, 2022
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Date
2023
Authors
Solórzano Linares, Ana Flavia
Journal Title
Journal ISSN
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Publisher
Universidad Nacional de Trujillo
Abstract
El presente trabajo de investigación se elaboró con la finalidad de determinar cómo influye el marketing mix en la satisfacción de los clientes de la empresa Tecnoplas Trujillo 2022. El problema tratado: ¿De qué manera el marketing mix influye en la satisfacción de los clientes de Tecnoplas SAC, Trujillo, 2022? La hipótesis planteada: El marketing mix influye positivamente en la satisfacción de los clientes de Tecnoplas SAC, Trujillo, 2022. El diseño fue no experimental, se usó la técnica de la encuesta, cuyo instrumento, fue el cuestionario, comprendido por un total de 19 ítems. Posteriormente se aplicaron herramientas de informática en la plataforma MS Excel 2016 y IBM spss versión 26.0 para la tabulación y elaboración de tablas y gráficos. Los métodos utilizados fueron: Inductivo, estadístico y analítico-sintético. La población estuvo conformada por 1000 clientes obtenidos por promedio mensual, de la cual se escogió una muestra de 278 clientes de la empresa Tecnoplas, ubicada en la ciudad de Trujillo. Se concluyó que el marketing mix influye positivamente en la satisfacción de los clientes de Tecnoplas SAC, Trujillo, 2022, siendo la dimensión del producto la de mayor importancia para las clientes, seguido de la dimensión promoción.
ABSTRACT The present investigation work was elaborated with the purpose of determining how does the marketing mix affect Tecnoplas customer satisfaction (Trujillo 2022). The problem was: In what way does the marketing mix influence the satisfaction of the clients of Tecnoplas SAC, Trujillo, 2022 The hypothesis was: The marketing mix positively influences the satisfaction of the clients of Tecnoplas SAC, Trujillo, 2022. The design was non-experimental, the survey technique was used, whose instrument was the questionnaire, comprised of a total of 19 items. Subsequently, computer tools were applied in the MS Excel and IBM spss platform for the tabulation and preparation of tables and graphs. The methods used were: inductive, statistical and analytical-synthetic. The population consisted of 1000 clients obtained by monthly average, from which a sample of 278 clients of the Tecnoplas company, located in the city of Trujillo, was chosen. It was concluded that the marketing mix positively influences the satisfaction of the clients of Tecnoplas SAC, Trujillo, 2022, being the dimension of the product the most important for the clients, followed by the promotion dimension.
ABSTRACT The present investigation work was elaborated with the purpose of determining how does the marketing mix affect Tecnoplas customer satisfaction (Trujillo 2022). The problem was: In what way does the marketing mix influence the satisfaction of the clients of Tecnoplas SAC, Trujillo, 2022 The hypothesis was: The marketing mix positively influences the satisfaction of the clients of Tecnoplas SAC, Trujillo, 2022. The design was non-experimental, the survey technique was used, whose instrument was the questionnaire, comprised of a total of 19 items. Subsequently, computer tools were applied in the MS Excel and IBM spss platform for the tabulation and preparation of tables and graphs. The methods used were: inductive, statistical and analytical-synthetic. The population consisted of 1000 clients obtained by monthly average, from which a sample of 278 clients of the Tecnoplas company, located in the city of Trujillo, was chosen. It was concluded that the marketing mix positively influences the satisfaction of the clients of Tecnoplas SAC, Trujillo, 2022, being the dimension of the product the most important for the clients, followed by the promotion dimension.
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Keywords
Marketing, Satisfacción de los clientes, Mercado