El Endomarketing y la satisfacción del cliente interno en la empresa Importadora Alvarado Vásconez Cia Ltda., de la ciudad de Ambato

Abstract

The company Importadora Alvarado Vàsconez Cía. Ltda., Is an entity with more than 60 years in the market that has managed to position itself in the Province of Tungurahua as one of the most representative companies in the automotive sector. Its corporate purpose is to import spare parts for vehicles from different parts of the world, such as Taiwan, Japan, China, UU, Brazil, Colombia. Because the company is not yet aware that the most important asset is its internal customers or collaborators, the following research paper is presented where the Endomarketing is studied and the internal customer satisfaction of the aforementioned company is presented. In the development of this research work it will be possible to observe how in the satisfaction of the collaborators, aspects such as the training system, the professional growth, rewards and incentives are involved. That is why Endomarketing strategies will be proposed, especially accompanied by an Annual Training Plan for all employees of the company Importadora Alvarado Vàsconez Cía. Ltda. The plan proposes that through its application, significant improvements in the satisfaction of internal customers can be obtained, ensuring a link between employees and the company, increasing credibility in the workforce and minimizing the barriers that allow the professional growth of employees. employees.