Plan de comunicación para promover el cumplimiento del plan de mantenimiento continuo en la empresa Teojama Comercial S.A. en la ciudad de Cuenca

Abstract

The current graduation project focuses on developing a communication plan to enhance compliance with the maintenance plan at Teojama Comercial S.A., an Ecuadorian company distributing Hino and Daihatsu vehicles. The main issue, identified after exploratory interviews, lies in the low compliance rate with the continuous maintenance plan at the Cuenca workshops, with only 5% of clients completing it. Consequently, a study is proposed to identify the variables affecting this rate and to develop a communication plan aimed at increasing visits to the workshops, thereby strengthening customer relations. The project includes a description of the company and its current situation, relevant theoretical definitions, methodologies such as the SWOT analysis, and details regarding the use of descriptive statistical techniques such as surveys and interviews. In the final chapter, the gathered information is integrated to design a communication plan, establishing strategies and budgets, with particular emphasis on key indicators to evaluate the proposed objectives. Conclusions and recommendations highlight key points and improvement opportunities in the presented proposal.