El Marketing como herramienta para la gestión en las organizaciones gubernamentales: caso Gobierno Autónomo Descentralizado Municipal del Cantón Colta 2016.

Abstract

This work was developed on the base of the marketing as a tool for managing the user services provision at the Municipal Government of Colta. Information was collected through bibliographical sources, surveys and interviews that served as support and scientific foundation. Once the problem was identified, based on the poor marketing management to the user services provision, background that served as a basis for the study and a scientific substantiation was considered, which contributed in the developmed of the proposal. A survey was applied to a sample of 101 user who received the services of the Municipal Government of Colta and other to 101 institution’s officials. Useful information was acquired the same that lets to know the little perception that marketing has at the Municipal Government, the 98% of the services provision, while 89% of users declare that performance of public officials when providing services is inefficient. With the results achieved in research, it could be determined that there is ignorance about the marketing as a tool of managing the user services provision at the Municipal Government of Colta, where the existence of the problem stated for research is proven, this give rise to the importance that the proposal has, which is based on the design of a plan focused on developing marketing strategies that contribute to improve services provision, get loyalty and user satisfaction. It is recommended to engage all department of the Municipal Government and select a team under supervision of a leader to ensure the success in the implementation of the loyalty plan of as marketing tool through a different vision of this discipline without making structural changes that can demand a long time.