Endomarketing para incrementar el nivel de satisfacción del cliente de la Importadora Eléctrica Imporcoelec Cia. Ltda. de la ciudad de Santo Domingo

Abstract

This degree work called Endomarketing to increase the level of customer satisfaction of the Importadora Eléctrica Imporcoelec Cia. Ltda aims to establish a set of endomarketing strategies to increase the level of customer satisfaction. The methodology applied is a qualitative-quantitative approach that served as the basis for data collection, which was obtained through the application of various research techniques using inductive and deductive methods. A questionnaire was formulated for the interview with the company manager and another questionnaire based on the servqual method, both of which are fundamental for measuring customer satisfaction. The results obtained by the clients were entered into the SPSS system to determine the hypothesis testing through chi-square. Based on the information obtained, it was verified that customers are not satisfied with the service provided by employees due to delays in the processes they perform. Considering the internal client, the absence of a human resources department reflects labor instability and an unpleasant working environment. Strategies for motivation, communication, personal recognition, and ongoing staff training, among others, were proposed. The application of the proposed strategies is recommended since they will allow the full compliance of the proposed objectives, where the employee is recognized for his work, motivated, and trained, and this is reflected by the external client.