Estrategias de marketing social para mejorar la calidad del servicio de la Cooperativa de Transportes Puruhá, de la ciudad de Riobamba

Abstract

The present work aims to design social marketing strategies to improve the service quality provided to users by Cooperativa de Transportes Puruhá of the city of Riobamba. Field research was carried out. A total of 382 surveys were conducted among users of this transport in 16 routes established for five urban sectors. The likert scale was used to measure the results, and the president of the organization was interviewed. The survey results show that the transport cooperative is positioned, but service offered by drivers and their assistants while working is poor, that is, users take these buses because they have no other option. Mission and vision of this organization is a bit ambiguous to the partners because of the lack of administrative processes resulting in the poor development and improvement of the service of the urban transport. Of the results, strategies of social product, market, promotion, staff, presentation and processes are posed. We recommend to apply the long-term strategies to improve the quality service and cause a positive change in the society.