Influencia de la orientación al cliente en la satisfacción del cliente: caso farmacias Azuay-Morona Santiago.

Abstract

The research aims to demonstrate that customer-oriented selling is a profitable way of doing business for the company since it influences customer satisfaction. On the other hand, sales orientation fails to satisfy the customer as salespeople do not establish lasting relationships, thus avoiding higher profits. A non-probabilistic convenience sampling was conducted by applying an online questionnaire to 100 pharmacy owners and representatives from Azuay and Morona Santiago. The results confirm a positive and significant relationship between customer orientation and satisfaction generated. Additionally, it has been proven that there is a negative relationship between sales orientation and customer satisfaction. This work provides information to marketing managers and sales managers about concepts based on the fact that sales without commitment to the customer do not work in such a competitive environment as the pharmaceutical sector in Ecuador. Thus, the company and its sales team should manage individual or collective plans to the analysis, design, and implementation of customer-oriented strategies to achieve satisfaction, always understanding the utility and differentiation concerning its competitors that this will provide.