Análisis de los factores que determinan la permanencia de los usuarios en los servicios de Medicina Prepagada del Ecuador. Caso estudio Salud S.A.

Abstract

The present work deals with the analysis of the factors that determine the permanence of the users in the services of Prepaid Medicine of Ecuador. Case Study Salud SA, where the main issue to be analyzed is the importance of user loyalty towards a company that offers intangible products. Therefore it was necessary to carry out a theoretical and referential review on how companies apply customer loyalty in its business model. The results of the analysis showed that there is a preference to attract new customers, where the strategies towards the permanence of users is non-existent. This drives the company to provide discounts and incentives to attract new clients who are not aware of the credibility of the company. In the case of Salud S.A., through the application of a descriptive methodological framework, a survey was conducted of 386 users and 386 non - users, who had different opinions about the service. The former affirmed a degree of satisfaction of 80%, indicating that they found justification in the contracting of the service, while the later affirmed that the frequency of use against the price did not justify their permanence. However, they consider SALUD S.A. as an entity with high credibility and that offers great benefits.