Diagnóstico del proceso comunicacional de la empresa Pinfre y propuesta de estrategias para mejorar el servicio al cliente

Abstract

This research work is based on the formulation of a diagnosis of communication processes in the company PINFRE, located in the city of Cuenca, which focuses its activities on the commercialization of automotive paint. The objective was set to investigate the communication issues of the company with a focus on customer service. For the fulfillment of this objective, field techniques were applied, such as surveys and interviews, which allowed compiling the information to be analyzed according to the objectives set. As a result of the internal compilation, a communicational diagnosis was developed that described the findings obtained through the processing of the information obtained, which allowed the construction of a SWOT. The meanings of evaluation of the external communication was the surveys by which various aspects of the relationship between the company and its client were identified, by virtue of which it is verified that it is important for said relationship the mechanisms by which the company encourages your users. Finally, recommendations are made that contribute to improving the quality of internal and external communication in the company in an integral manner.