Análisis de los factores que influyen en la satisfacción de los clientes de cuenta clave de la franquicia Disensa Perugachi en la ciudad de Salinas.

Abstract

The objective of the research is analyzing the factors that influence the satisfaction the clients of the key account of the Disensa Perugachi franchise in the City of Salinas. These factors are: product quality, prices, customer service, payment method and dispatch. Through the investigation, 5 interviews were conducted with key account clients and 3 with sales agents. In addition, a survey was developed, which contained 10 questions addressed to a sample of 195 key account clients, to identify the factors of satisfaction and dissatisfaction. Finally, with the analysis developed in the Disensa Perugachi franchise, we found flaws that affect thelevel of customer satisfaction. Therefore, a loyalty system must be implemented forkey account clients, which must contain the following aspects: permanent and personalized technical advice, diversification of products and timely communication of promotions to provide trust and loyalty, factors of dissatisfaction found in this investigation.