Sistema de indicadores para la gestión del valor en la Empresa de Telecomunicaciones de Cuba, Villa Clara
Fecha
2016-07-22
Autores
Toranzo Lamadrid, Naryara de las Mercedes
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Editor
Universidad Central “Marta Abreu” de Las Villas. Facultad de Ingeniería Mecánica e Industrial. Departamento de Ingeniería Industrial
Resumen
La presente investigación se desarrolla en la Empresa de Telecomunicaciones de Cuba, Villa Clara con el objetivo de diseñar un sistema de indicadores para el desarrollo de la gestión del valor. Para el estudio se desarrollaron 2 capítulos, partiendo del análisis de las principales temáticas referentes al valor para el cliente desde el marketing de servicios, y la calidad percibida, esclareciendo categorías de importancia para la gestión de valor en los servicios. Realizándose el diagnóstico de los procesos comerciales en la entidad, donde se utilizaron diferentes instrumentos entre las que se destacan el análisis documental y de encuestas de satisfacción, entrevistas y observación directa, las cuales fueron utilizadas para llevar a cabo el diseño del sistema. Este último a partir del procedimiento diseñado por Saborío (2013), haciéndole adecuaciones en los elementos básicos propuestos por el autor, en aras de adaptar las acciones a la realidad del contexto actual existente en la empresa. Se diseña el sistema de indicadores y se elabora un procedimiento de 5 pasos para la aplicación y el análisis del mismo, estos consisten en el cálculo de los indicadores del sistema, cálculo del valor percibido, cálculo del desempeño y desviación de valor y costo, análisis del mapa de valor para saber en qué cuadrante se encuentra ubicada la empresa según la gestión del valor y el análisis de los resultados. De esta manera la dirección de la empresa cuenta con una herramienta de control que le permiten vincular las áreas principales y el desempeño de la gestión del valor ofertado al cliente.
This research is conducted in the Empresa de Telecomunicaciones de Cuba, Villa Clara with the aim of designing a system of indicators for the development of value management. For study two chapters, based on the analysis of the main themes relating to customer value from marketing services, and perceived quality, clarifying categories of importance to value management services were developed. Performing diagnostics business processes in the state, where different instruments including documentary and satisfaction surveys, interviews and direct observation, which were used to perform system design analysis highlights were used. The latter from the method designed by Saborío (2013), making adjustments in the basic elements proposed by the author, in order to adapt the actions to the reality of the current context existing in the company. the indicator system is designed and procedure of 5 steps for implementation and analysis thereof, these consist of calculating system indicators, calculation of perceived value, performance calculations and deviation value and cost analysis is made map of value to know which quadrant is located the company as value management and analysis of results. In the way the company has a control tool that allow you to link the main areas and performance management offered to customer value.
This research is conducted in the Empresa de Telecomunicaciones de Cuba, Villa Clara with the aim of designing a system of indicators for the development of value management. For study two chapters, based on the analysis of the main themes relating to customer value from marketing services, and perceived quality, clarifying categories of importance to value management services were developed. Performing diagnostics business processes in the state, where different instruments including documentary and satisfaction surveys, interviews and direct observation, which were used to perform system design analysis highlights were used. The latter from the method designed by Saborío (2013), making adjustments in the basic elements proposed by the author, in order to adapt the actions to the reality of the current context existing in the company. the indicator system is designed and procedure of 5 steps for implementation and analysis thereof, these consist of calculating system indicators, calculation of perceived value, performance calculations and deviation value and cost analysis is made map of value to know which quadrant is located the company as value management and analysis of results. In the way the company has a control tool that allow you to link the main areas and performance management offered to customer value.
Descripción
Palabras clave
Villa Clara, Marketing de Servicios, Sistema de Gestión