Evaluación del nivel de satisfacción del segmento profesional en la línea de ortodoncia de la empresa GUM Ecuador S.A. Plan de fidelización.

Abstract

The present study was aimed at evaluating the level of satisfaction of the professional segment with respect to the orthodontic line of the company GUM ECUADOR S.A, which is composed of dentists who acquire the product and recommend it to their patients who use dental appliances. It should be mentioned that within the aforementioned entity there have been no actions aimed at retaining and improving the satisfaction levels of these clients, with a greater focus on large clients, such as DIFARE, Corporations el Rosado and Corporations la Favorita. These details are even proven in the field investigation composed of interviews with specific personnel of the entity and surveys of dental clients, evidencing the shortcomings of the company in the loyalty, doing few actions with this purpose and even presenting problems in the service resulting in a low satisfaction of this public. It is determined that the importance of the clients in question is due to their direct contact with the users of dental appliances, being those who recommend the use of implements for oral hygiene among which is the orth odontic kit of the GUM brand, considering this relationship marketing strategies for loyalty, including promotion strategies raising the investment to $ 13,900 and that aims to improve the image of the company before the professional channel, attracting customers and recognition in the market user of the product in question.