Management model based on Relational Marketing to increase customer satisfaction through the implementation of the Knowledge Creation Model. (#512)

Authors

Li-Campodonico, Antonio

Martinez-Zapata, Melanny

Cespedes, Carlos

Torres-Sifuentes, Carlos

Abstract

In Peru, there are 12.8 doctors per 10,000 inhabitants, in comparison to other OECD countries, which have 33 doctors per 10,000 citizens. In comparison to other OECD countries, this figure is 33 per 10,000 citizens. These figures are also reflected in the results of the National Household Survey on Living Conditions and Poverty (ENAHO), and it represents that 74.3% of the surveyed population is satisfied with the services received in healthcare facilities from the Offices of the Comprehensive Health Insurance and Healthcare Service Providers. This article focuses on the occupational health sector, which serves a growing group of residents. The country has a 70.7% Economically Active Population, and the employed population increased by 28.2% in the service sector in 2021. In this regard, international research has been conducted on factors that affect satisfaction and how to build long-term customer relationships in various types of businesses and market sectors. It was determined that, since the start of the health crisis, patient satisfaction reached 58%, which represents a 25% loss in profitability. The improvement of this situation was achieved through the implementation of a management model based on relational marketing, including the knowledge creation model. The validation of the results was carried out by implementing the model in a company using the SERVQUAL scale for measurements, resulting in an increase in satisfaction, reaching 76%. It is concluded that it is possible to increase organizational satisfaction through the implementation of relational marketing.