INFLUENCIA DE LA ORIENTACIÓN AL CLIENTE EN LA SATISFACCIÓN DEL CLIENTE: CASO FARMACIAS AZUAY-MORONA SANTIAGO

Christian Daniel Ávila Galarza; Luis Aurelio Guachizaca Zaquinaula; María Fernanda Villavicencio Rodas; Daniel Alejandro Cobo León

doi:10.56124/corporatum-360.v7i13.002

Autores/as

Christian Daniel Ávila Galarza Universidad Católica de Cuenca- UCACUE https://orcid.org/0009-0001-2209-9297
Luis Aurelio Guachizaca Zaquinaula Universidad Católica de Cuenca- UCACUE https://orcid.org/0009-0003-6405-3160
María Fernanda Villavicencio Rodas Universidad Católica de Cuenca- UCACUE https://orcid.org/0000-0002-4881-8341
Daniel Alejandro Cobo León Universidad Católica de Cuenca- UCACUE https://orcid.org/0009-0002-7808-2109

DOI:

https://doi.org/10.56124/corporatum-360.v7i13.002

Palabras clave:

Orientación al cliente, orientación a las ventas, satisfacción del cliente

Resumen

La presente investigación busca demostrar que la venta orientada al cliente es una forma de hacer negocios rentables para la empresa, y que la orientación únicamente hacia la venta no logra satisfacer al cliente ya que los vendedores no generan relaciones sustentables y duraderas, influyendo así, en la satisfacción del mismo. Se realizó un muestreo no probabilístico por conveniencia aplicando un cuestionario online a 100 propietarios y representantes de farmacias de la provincia del Azuay y Morona Santiago. Los resultados confirman que existe un relación positiva y significante entre la orientación al cliente y la satisfacción generada, adicional se probó que existe una relación negativa entre la orientación a las ventas y la satisfacción del cliente. Es así que se concluye que cuando un vendedor se orienta solo en ejecutar una venta y no se preocupa de los beneficios para el cliente, el mismo no se siente satisfecho. Este trabajo brinda información a gestores de marketing y gerentes de venta, sobre conceptos basados en que la venta sin compromiso con el cliente no funciona en un entorno tan competitivo como lo es el sector farmacéutico en el Ecuador. Es así que, la compañía y su grupo de ventas deberá gestionar planes individuales o colectivos en pro del análisis, diseño e implementación de estrategias enfocadas a la orientación del cliente para lograr satisfacción, entendiendo siempre la utilidad y la diferenciación con respecto a sus competidores que esta brindará.

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