Análisis de las necesidades de servicios odontológicos en el cantón Durán parroquia Maldonado y propuesta de un plan de marketing.

Abstract

Nowadays, the world population suffers cavities and those who belong to the group of low resources are those who suffer most oral complaints. Among the risk, factors are: (a) poor diet, (b) smoking, (c) alcohol consumption and (d) lack of hygiene, which causes poor oral health. The purpose of this research is to analyze the need for dental services in Duran, parish Maldonado, through the application of a questionnaire for the development of a marketing plan in the dental office GoyesDental. The design of the research was descriptive and correlationalcausal with a quantitative approach and the Servqual questionnaire adapted to the dental center was applied to know the quality of the services offered by this institution. Among the results, it is noteworthy that 50.13% of the patients who attend a consultation or undergo treatment at the GoyesDental dental center are women, while 49.87% are men. On the other hand, 98.96% of the respondents are satisfied with the services received in the GoyesDental Clinic. Then, the questionnaire was validated using Cronbach's alpha, which was 0.815, meaning that the consistency of the research instrument is high and adapts to the subject of study. In addition, the KMO test was applied, obtaining an index of 0.58, so that the data present an acceptable reliability with respect to the Servqual questionnaire. The main results show that patients do not go to the dentist due to the time or costs of a dental treatment. For this reason, a marketing plan was made with dental promotions and extramural services. The financial reliability of the project was verified as it obtained a positive IRR of 33% and a NPV greater than zero with a value of $ 66,628.57.