Calidad de Servicio, un Modelo de Gestión competitivo para el sector Farmacéutico

Abstract

Companies that produce service, like those that produce articles; they can also base their decisions on quantitative analysis, statistics that allow inferring in the population and manage their qualitative variables. The Ecuadorian pharmaceutical sector, like many, has been immersed in a conglomeration, where it is easy to deduce that integral quality is the letter of permanence and future in the market. The long-running franchise Farmacias Cruz Azul has been eclipsed in recent years, by the freshness of Farmacias Económicas in Ambato; so the present study allowed to analyze the causes and especially to develop a qualitative-quantitative model based on consumer preferences. Base for emulation at the national level and application in more service companies. Integral quality in a service company takes into account important details such as Tangibility: order, lighting, location; Reliability: level of service, what to offer vs. what to serve; Response Capacity: optimal time to deliver the service; Safety: staff training; and Empathy: trust and customer loyalty. These details are the basis of a competitive company, where the customer every day knows the scope of their needs and the power of their demand. The use of statistical models is an interesting option to relate business variables. Through a study to the target client, the probability of occurrence of a specific event can be predicted, and anticipate the needs of the subject. Plan, organize, control and direct the company would have more sustainable growth tools. The Multinomial Logistic Regression model proposes to estimate the probability that the different independent variables influence the consumer's preference when choosing a pharmacy. This disaggregation allows determining the main variables: reason for choice, fidelity and low prices; that pharmaceutical managers must perfect to obtain a competitive management model.