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Marketing relacional para el incremento de las ventas de pólizas de seguro de incendio y líneas aliadas, viviendas de la aseguradora pública, Guayaquil

Author

Listed:
  • Vanessa Paola Cantos Espinoza
  • Mauro Rodrigo Nacipucha Nacipucha
  • William Quimí Delgado

Abstract

El proyecto titulado “MARKETING RELACIONAL PARA EL INCREMENTO DE LAS VENTAS DE PÓLIZAS DE SEGURO DE INCENDIO Y Là NEAS ALIADAS, VIVIENDAS DE LA ASEGURADORA PÚBLICA, GUAYAQUIL†responde a las debilidades de la entidad, misma que no ha implementado acciones para la fidelización de los clientes mediante un servicio post venta que cumpla sus expectativas. Para conocer a fondo la problemática se procedió a la recolección de datos bajo un enfoque mixto, es decir cualitativo y cuantitativo, accediendo a opiniones y puntos de vista de clientes a través de encuestas; y de profesionales a través de entrevistas.

Suggested Citation

  • Vanessa Paola Cantos Espinoza & Mauro Rodrigo Nacipucha Nacipucha & William Quimí Delgado, 2019. "Marketing relacional para el incremento de las ventas de pólizas de seguro de incendio y líneas aliadas, viviendas de la aseguradora pública, Guayaquil," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 253, march.
    • Handle: RePEc:erv:observ:y:2019:i:253:58
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