Desarrollo de un plan de negocios para el incremento de los niveles de satisfacción de los clientes de la microempresa Tomate Andante en la ciudad de Riobamba

Abstract

The micro-company Tomate Andante (a fruit and vegetable home delivery service company) does not have a business plan that could serve as a road map to solve its low customer retention rate. Therefore, the main objective of this research was to develop a business plan to increase the satisfaction levels of the micro-company Tomate Andante. The methodology implemented had a quantitative and qualitative approach because it used tools such as a survey of customers of the microenterprise and an interview with the owner; the research design was non-experimental and cross-sectional, since only information was collected but none of the study variables was modified in a single period of time; documentary and field research was used, since theoretical information from reliable sources was used, and the data collected came directly from its customers. The application of this methodology made it possible to find the areas of the company that did not meet the expectations of its customers: punctuality, presentation and correct delivery of the products requested by the customer; as well as the attributes of the service with which the customer is satisfied: freshness, product quality and good service. Thus, by knowing the unsatisfied service areas, it was possible to propose strategies at the commercial, operational and financial levels that would provide the company with greater opportunities to increase its rate of satisfied customers and reduce the likelihood that its passive customers would prefer the competition. It is concluded that focusing on satisfying customer expectations provides the company with a competitive advantage that translates not only into customer retention but also into the recommendation of its service