Digital Marketing Strategies Based on Service Quality Dimensions
DOI:
https://doi.org/10.70219/mby-232025-386Keywords:
Digital Marketing, Service Quality, Customer Service, Needs, ExpectationsAbstract
Knowing the needs and expectations of customers is one of the great challenges in service companies today, understanding that each client thinks and acts differently, and requires different services, therefore, it is essential to provide a quality of service that satisfies each client, for this, the María Edelmira Araujo Clinical Center was considered the appropriate company for the investigation. The purpose is to analyze the operation and management in the quality of the services provided by the Clinical Center "María Edelmira Araujo", with the objective of identifying its strengths, weaknesses, opportunities and threats, based on this analysis, it seeks to develop marketing strategies that allow improving the quality of the service provided, and increasing its organizational image in the region. The methodological strategy is considered with a quantitative approach, with a descriptive type of research, with a non-experimental field design, with a sample of eighty-four (84) clients; the techniques used were the survey for the client, as an instrument a questionnaire with a Likert scale. The greatest weaknesses are the punctuality of medical staff at appointments and wait times. Therefore, a series of key recommendations are being made through digital marketing strategies that will allow the quality of service at the clinical center to increase, generating a positive perception among clients in the Trujillo region.
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