Influencia de la satisfacción del cliente externo pospago en el posicionamiento de las empresas de telefonía móvil de Guayaquil.

Abstract

This project is carried out by focusing on determining the influence of postpaid external customer satisfaction on the positioning of Guayaquil's mobile phone companies, being entities that use commercial strategies that are beneficial for them, but not very satisfactory for the external customer. To delve into the subject, a mixed approach methodology was adopted, resorting to statistical instruments, such as the survey, and the qualitative perspective obtained from key informants through the interview and observation. The results showed that there is a greater volume of clients in the Claro company, but the levels of satisfaction are unfavorable, also not meeting the expectations of its public. On the contrary, Movistar as the second company with the highest volume of contracts reflects better levels of satisfaction for its clients in factors considered key, being price, promotions and service. On the other hand, there is also a significant volume of clients whose expectations have not been met, towards whom efforts must be directed to attract, retain and retain them. Although, being innovative and being close to your clients can be a differentiating factor, the most relevant thing for the public is to have a quality service, optimal service and competitive prices, even promotions, which was considered for the design of strategies as part of the proposal, aiming to contribute to the positioning of mobile phone companies.