Differentiation Strategy to Improve the Level of Customer Satisfaction. Case: Industrial Process Company, Peru.

Abstract

Today the experience we provide to customers is very important for the company, a good shopping experience allows for a happy customer, generate benefits for the company such as increased sales. Customer satisfaction is the way in which we have been treated as consumers when making a purchase, this depends both on the treatment and on the product that the consumer receives. Maintain that "Multiple studies indicate a significant relationship between the perception of the quality of services and customer satisfaction." On the other hand, when a customer is in a state of "customer satisfaction" they tend to repeat their purchasing behavior, generating a state of "customer loyalty". Therefore, customer satisfaction and loyalty maintain a strong link. Getting customers to feel happy with the company's products and for them to return to make new purchases requires time and dedication, since the sale does not end when the product is delivered, quite the contrary, the customer must be followed up. after the sale, this will allow the customer to be satisfied and expand that list of customers in the company. As indicated above, services or products are intangible entities, for which it is important to know customer satisfaction in order to analyze them. The general objective of the research was to propose a Differentiation Strategy to improve the level of Customer Satisfaction in the Industrial Processes Company. The research was descriptive and the non-experimental design, descriptive cross-sectional, it was used as a technique to the survey and as an instrument the questionnaire that measured Customer Satisfaction through the Likert Scale. Crombach's alpha test was used to determine the validity and reliability of the instrument. Likewise, an interview guide was applied to the business administrator to carry out the qualitative analysis of customer satisfaction. The theoretical precedents that support the present investigation are based on the theories that, according to Lovelock and Patterson, maintain that service is any act, performance or experience that one party can offer to another and that it is essentially intangible and does not result in ownership. you're welcome, but nevertheless create value for the recipient. Its production may or may not be linked to a physical product. essful in any business. The results allowed to know the level of customer satisfaction, which is at a high level which is equivalent to 37.71%, which means that the company has acceptable strengths regarding the level of customer satisfaction such as variety of products, prices according to the market, among others, it was also possible to design the differentiation strategy, validated through the expert judgment technique.