Mercadeo interno para optimizar la calidad de servicio en la banca universal
The adoption of internal marketing, promotes competitive, sustainable enterprises and quality services to its customers advantages. Therefore, the aim of this paper was to analyze the internal marketing as key to optimizing the quality of service offered by the Universal Banking MaracaiboVenezuela f...
- Autores:
-
Prieto Pulido, Ronald
Burgos, Carlos
Garcia Guiliany, Jesus Enrique
Rincón, Yanyn
- Tipo de recurso:
- Article of journal
- Fecha de publicación:
- 2016
- Institución:
- Corporación Universidad de la Costa
- Repositorio:
- REDICUC - Repositorio CUC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.cuc.edu.co:11323/1290
- Acceso en línea:
- https://hdl.handle.net/11323/1290
https://repositorio.cuc.edu.co/
- Palabra clave:
- Internal marketing
Satisfaction
Service quality
Universal banks
Mercadeo interno
calidad de servicio
satisfacción
banca universal
- Rights
- openAccess
- License
- Atribución – No comercial – Compartir igual
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| dc.title.eng.fl_str_mv |
Mercadeo interno para optimizar la calidad de servicio en la banca universal |
| dc.title.translated.eng.fl_str_mv |
Internal marketing to enhance the quality of service in the universal banking |
| title |
Mercadeo interno para optimizar la calidad de servicio en la banca universal |
| spellingShingle |
Mercadeo interno para optimizar la calidad de servicio en la banca universal Internal marketing Satisfaction Service quality Universal banks Mercadeo interno calidad de servicio satisfacción banca universal |
| title_short |
Mercadeo interno para optimizar la calidad de servicio en la banca universal |
| title_full |
Mercadeo interno para optimizar la calidad de servicio en la banca universal |
| title_fullStr |
Mercadeo interno para optimizar la calidad de servicio en la banca universal |
| title_full_unstemmed |
Mercadeo interno para optimizar la calidad de servicio en la banca universal |
| title_sort |
Mercadeo interno para optimizar la calidad de servicio en la banca universal |
| dc.creator.fl_str_mv |
Prieto Pulido, Ronald Burgos, Carlos Garcia Guiliany, Jesus Enrique Rincón, Yanyn |
| dc.contributor.author.spa.fl_str_mv |
Prieto Pulido, Ronald Burgos, Carlos Garcia Guiliany, Jesus Enrique Rincón, Yanyn |
| dc.subject.eng.fl_str_mv |
Internal marketing Satisfaction Service quality Universal banks Mercadeo interno calidad de servicio satisfacción banca universal |
| topic |
Internal marketing Satisfaction Service quality Universal banks Mercadeo interno calidad de servicio satisfacción banca universal |
| description |
The adoption of internal marketing, promotes competitive, sustainable enterprises and quality services to its customers advantages. Therefore, the aim of this paper was to analyze the internal marketing as key to optimizing the quality of service offered by the Universal Banking MaracaiboVenezuela factor. The study is supported on a quantitative paradigm, from a positivist approach; descriptive, cross-developed under a non-experimental design, ¿eld. The population is made up of ¿ve major banks nationwide. A non-probabilistic convenience sample was applied, with the sources a total of 140 individuals. The information was gathered through two structured questionnaires, one for internal marketing Variable consisting of 46 items, one for the variable quality of service consisting of 18 items. Both instruments were formalized and standardized, obtaining a reliability of r = 0.94 and 0.89 respectively. The results detected de¿ciencies in staf¿ng needs; irregularities in the communication between managers and supervisors with the operating personnel, failure motivational aspects and worker training, generating discontent, both internal and external customers. Concluding that must be generated trusting relationships between staff, providing workers’ participation in decision making and intensify the actions of internal marketing in banking institutions, which results in optimizing the service to its users. |
| publishDate |
2016 |
| dc.date.issued.none.fl_str_mv |
2016-01-15 |
| dc.date.accessioned.none.fl_str_mv |
2018-11-19T14:10:26Z |
| dc.date.available.none.fl_str_mv |
2018-11-19T14:10:26Z |
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Artículo de revista |
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http://purl.org/coar/resource_type/c_2df8fbb1 |
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http://purl.org/coar/resource_type/c_6501 |
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Text |
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info:eu-repo/semantics/article |
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http://purl.org/redcol/resource_type/ART |
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info:eu-repo/semantics/acceptedVersion |
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http://purl.org/coar/resource_type/c_6501 |
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13159984 |
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https://hdl.handle.net/11323/1290 |
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Corporación Universidad de la Costa |
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REDICUC - Repositorio CUC |
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https://repositorio.cuc.edu.co/ |
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13159984 Corporación Universidad de la Costa REDICUC - Repositorio CUC |
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spa |
| language |
spa |
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Atribución – No comercial – Compartir igual |
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info:eu-repo/semantics/openAccess |
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http://purl.org/coar/access_right/c_abf2 |
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Atribución – No comercial – Compartir igual http://purl.org/coar/access_right/c_abf2 |
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openAccess |
| dc.publisher.spa.fl_str_mv |
Revista Venezolana de Gerencia |
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Corporación Universidad de la Costa |
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Prieto Pulido, RonaldBurgos, CarlosGarcia Guiliany, Jesus EnriqueRincón, Yanyn2018-11-19T14:10:26Z2018-11-19T14:10:26Z2016-01-1513159984https://hdl.handle.net/11323/1290Corporación Universidad de la CostaREDICUC - Repositorio CUChttps://repositorio.cuc.edu.co/The adoption of internal marketing, promotes competitive, sustainable enterprises and quality services to its customers advantages. Therefore, the aim of this paper was to analyze the internal marketing as key to optimizing the quality of service offered by the Universal Banking MaracaiboVenezuela factor. The study is supported on a quantitative paradigm, from a positivist approach; descriptive, cross-developed under a non-experimental design, ¿eld. The population is made up of ¿ve major banks nationwide. A non-probabilistic convenience sample was applied, with the sources a total of 140 individuals. The information was gathered through two structured questionnaires, one for internal marketing Variable consisting of 46 items, one for the variable quality of service consisting of 18 items. Both instruments were formalized and standardized, obtaining a reliability of r = 0.94 and 0.89 respectively. The results detected de¿ciencies in staf¿ng needs; irregularities in the communication between managers and supervisors with the operating personnel, failure motivational aspects and worker training, generating discontent, both internal and external customers. Concluding that must be generated trusting relationships between staff, providing workers’ participation in decision making and intensify the actions of internal marketing in banking institutions, which results in optimizing the service to its users.La adopción del mercadeo interno, propicia ventajas competitivas, sostenibles para la empresa y servicios de calidad a sus clientes. Por ello, el objetivo del presente artículo fue analizar el mercadeo interno como factor clave para la optimización de la calidad de servicio ofrecida por la Banca Universal en Maracaibo-Venezuela. El estudio está soportado en un paradigma cuantitativo, desde un enfoque positivista; de tipo descriptivo, desarrollado bajo un diseño no experimental, de campo, transversal. La población está constituida por los cinco principales bancos a nivel nacional. Se aplicó un muestreo no probabilístico por conveniencia, teniendo como fuentes un total de 140 individuos. La información se recopilo a través de dos cuestionarios estructurados, uno para la variable mercadeo interno conformado por 46 ítems, otro para la variable calidad de servicio constituido por 18 items. Ambos instrumentos estuvieron formalizados y estandarizados, obteniendo una con¿abilidad de r=0,94 y 0.89 respectivamente. Los resultados detectaron de¿ciencias en las necesidades del personal; irregularidades en la comunicación entre gerentes y supervisores con el personal operativo, fallas en los aspectos motivacionales y en la formación del trabajador, generando descontento, tanto en los clientes internos como externos. Concluyendo que deben generarse relaciones de con¿anza entre el personal, brindar participación a los trabajadores en la toma de decisiones, potencializando las acciones de mercadeo interno en las instituciones bancarias, lo que se traduce en la optimización del servicio a sus usuarios.Prieto Pulido, Ronald-2574f005-be0b-4d66-a839-4c0034e5b0d8-600Burgos, Carlos-687ab702-78b7-4e3f-a752-a84097cf9f9f-600Garcia Guiliany, Jesus Enrique-cc71e4e8-60d3-427a-9dc5-91588d1c3ab4-600Rincón, Yanyn-1cb6c974-ddd0-4c34-a98d-24069f8f46f6-600spaRevista Venezolana de GerenciaAtribución – No comercial – Compartir igualinfo:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Internal marketingSatisfactionService qualityUniversal banksMercadeo internocalidad de serviciosatisfacciónbanca universalMercadeo interno para optimizar la calidad de servicio en la banca universalInternal marketing to enhance the quality of service in the universal bankingArtículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Textinfo:eu-repo/semantics/articlehttp://purl.org/redcol/resource_type/ARTinfo:eu-repo/semantics/acceptedVersionPublicationORIGINALMercadeo interno para utilizar la calidad.pdfMercadeo interno para utilizar la calidad.pdfapplication/pdf444286https://repositorio.cuc.edu.co/bitstreams/d718dc8b-b464-4462-ab6a-24ae5e0235b3/download9221ec76f496014c2d90575616b2b171MD51LICENSElicense.txtlicense.txttext/plain; charset=utf-81748https://repositorio.cuc.edu.co/bitstreams/e42feaee-7d79-4710-8294-16dd7eea46e5/download8a4605be74aa9ea9d79846c1fba20a33MD52THUMBNAILMercadeo interno para utilizar la calidad.pdf.jpgMercadeo interno para utilizar la calidad.pdf.jpgimage/jpeg35762https://repositorio.cuc.edu.co/bitstreams/c8e66423-fdd7-4980-b00f-ade0e3cbd0ea/downloadd28b7959d6383064182cb0f68632ae20MD54TEXTMercadeo interno para utilizar la calidad.pdf.txtMercadeo interno para utilizar la calidad.pdf.txttext/plain56304https://repositorio.cuc.edu.co/bitstreams/094ce672-5787-48c7-9844-030cc127715b/downloade50023fd1255930d75daeec7ecab87ffMD5511323/1290oai:repositorio.cuc.edu.co:11323/12902024-09-17 10:53:17.732open.accesshttps://repositorio.cuc.edu.coRepositorio de la Universidad de la Costa CUCrepdigital@cuc.edu.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 |