Gestión del cambio para el fortalecimiento de la cultura organizacional propuesta de un plan de acción para una empresa de ventas al retail.

Abstract

The present work seeks to strengthen the organizational culture in a retail sales industry, based on an action plan that achieves the improvement of the main variables obtained from the research process and that would be the solid foundations of the business. which you have to work. The internal changes that the organization has been suffering in the last 4 years have been of great impact not only in the profitability of the business, but in the loyalty of the clients that the company has managed to capture throughout its trajectory, since it was started to perceive the dissatisfaction of said clients, which generated concern since the client will always be the most important for the company under study. The case study chosen is characterized by developing a deductive, analytical and comparative method with observation techniques, interviews with experts, satisfaction surveys and bibliographic review oriented to customer service procedures in the sales area of the company. retail sales, object of study. It was concluded with an action plan based on the training of sales personnel, it aims to provide the commercial team with certain tools that help improve performance while being effective and generating motivation at the same time and directly impacting the quality of the customer service. is provided However, it must be borne in mind that any process of change requires time for it to become an acquired habit and this forms part of the organizational culture.