Estrategias de markeƟng relacional y calidad de servicio de los colegios profesionales de las ciencias económicas Trujillo: 2020 - 2021
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Date
2024
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Universidad Nacional de Trujillo
Abstract
La globalización implica el inicio de una nueva era la misma que conlleva y genera grandes
cambios, un claro ejemplo es la llegada de la pandemia y el cambio radical de 360° a nivel
mundial, en la que muchas empresas tuvieron que modificar procesos, adaptarse a los
cambios para mantenerse en el mercado. No solo empresas sino también a los profesionales.
El presente estudio investigó a los Colegios Profesionales de las Ciencias económicas de la
ciudad de Trujillo, así mismo tuvo un tipo de estudio no experimental descriptivo
correlacional de corte transversal, siendo el objetivo general determinar cuál de todas las
estrategias de marketing relacional son las que contribuyen a mejorar la calidad de servicio
de los Colegios Profesionales 2020 – 2021.
La metodología utilizada en esta investigación fue cuantitativa, basada en encuestas
aplicadas a los miembros colegiados del rubro de las ciencias económicas, así como al
personal de cada colegio profesional de la ciudad de Trujillo, Provincia de Trujillo.
Mediante la aplicación de los instrumentos de investigación se obtuvieron valiosos
resultados que confirmaron lo planteado en la Hipótesis en donde las estrategias del
Marketing Relacional enfocadas en difusión de marca, orientación al cliente tecnología y
canales de comunicación son las que contribuyen a mejorar la calidad de servicio de los
colegios profesionales estudiados, dado que según las Tablas 6 a la 13 demuestran que el
nivel de satisfacción de los colegiados es regular, existiendo una vaya para mejorar este nivel
a través de la implementación de las estrategias de marketing relacional según la presente
investigación.
La presente investigación aporta con los conocimientos para reducir la problemática del
ejercicio ilegal de la profesión en nuestra región contribuyendo con nuestra sociedad y
también con las empresas para que en sus trabajadores sean profesionales avalados por su
colegio profesional respectivamente y ejerzan legal y éticamente sus puestos. Así mismo los
conocimientos aportados permitirán ser fuente de investigación para otros autores.
Globalization implies the beginning of a new era that entails and generates great changes, a clear example is the arrival of the pandemic and the radical 360° change worldwide, in which many companies had to modify processes, adapt to changes to stay in the market. Not only companies but also professionals. The present study investigated the Professional Colleges of Economic Sciences of the city of Trujillo, it also had a type of non-experimental descriptive correlational cross-sectional study, the general objective being to determine which of all the relational marketing strategies are those that contribute to improving the quality of service of the Professional Colleges 2020 – 2021. The methodology used in this research was quantitative, based on surveys applied to the collegiate members of the field of economic sciences, as well as to the staff of each professional association in the city of Trujillo, Province of Trujillo. Through the application of the research instruments, valuable results were obtained that confirmed what was stated in the Hypothesis where the strategies of Relational Marketing focused on brand dissemination, customer orientation, technology and communication channels are those that contribute to improving the quality of service of the professional associations studied, given that according to Tables 6 to 13 they show that the level of satisfaction of the members is regular, There is a way to improve this level through the implementation of relational marketing strategies according to this research. This research contributes with the knowledge to reduce the problem of the illegal exercise of the profession in our region, contributing to our society and also to companies so that their workers are professionals endorsed by their professional association respectively and exercise their positions legally and ethically. Likewise, the knowledge provided will allow it to be a source of research for other authors.
Globalization implies the beginning of a new era that entails and generates great changes, a clear example is the arrival of the pandemic and the radical 360° change worldwide, in which many companies had to modify processes, adapt to changes to stay in the market. Not only companies but also professionals. The present study investigated the Professional Colleges of Economic Sciences of the city of Trujillo, it also had a type of non-experimental descriptive correlational cross-sectional study, the general objective being to determine which of all the relational marketing strategies are those that contribute to improving the quality of service of the Professional Colleges 2020 – 2021. The methodology used in this research was quantitative, based on surveys applied to the collegiate members of the field of economic sciences, as well as to the staff of each professional association in the city of Trujillo, Province of Trujillo. Through the application of the research instruments, valuable results were obtained that confirmed what was stated in the Hypothesis where the strategies of Relational Marketing focused on brand dissemination, customer orientation, technology and communication channels are those that contribute to improving the quality of service of the professional associations studied, given that according to Tables 6 to 13 they show that the level of satisfaction of the members is regular, There is a way to improve this level through the implementation of relational marketing strategies according to this research. This research contributes with the knowledge to reduce the problem of the illegal exercise of the profession in our region, contributing to our society and also to companies so that their workers are professionals endorsed by their professional association respectively and exercise their positions legally and ethically. Likewise, the knowledge provided will allow it to be a source of research for other authors.
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HUMANITIES and RELIGION::History and philosophy subjects::History subjects::History