Análisis de los factores relacionados a la satisfacción de los usuarios de hormigón de Holcim Ecuador en la ciudad de Guayaquil.

Abstract

The research presented in the following project consists of the analysis of the factors related to the satisfaction of concrete customers of Holcim Ecuador in Guayaquil. Concrete has been for a long time the most important material used for the construction of many buildings, houses, roads and more, it does not have substitutes that replace it at 100%, even if there are constructions in metallic structure, buildings, columns or slabs require concrete to provide resistance. The analysis of the industry shows that the construction´s sector has suffered in recent years a decrease, there is a contraction in the market. Additionally, according to the research, in Guayaquil there are currently 7 companies that produce and commercialize the product, number that has grown in approximately 2 - 3 years. Due to the increase of the companies dedicating to this activity plus the contraction of the market in the city, is the importance of achieving the differentiation. According to the data obtained through surveys and interviews, it was shown that the most relevant factor for the purchase of concrete is the quality of the product and the service offered, these factors are the main reason why customers prefer Holcim Ecuador. It was identified that the clients feel confidence in the quality of the concrete; they feel that there is a guarantee; they value the trajectory and seriousness of the company. In addition, it was observed that there is a small unsatisfied market that reveals nonconformities regarding delivery times and availability of equipment, but the points of improvement were identified to take the necessary actions to achieve and modify that feeling.