Bibliographic citations
Cardenas, B., Cancino, C. (2023). Modelo de mejora para incrementar el ratio de conversión de ventas en PYMES proveedoras de servicios para el sector construcción aplicando PDCA y SERVQUAL [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673761
Cardenas, B., Cancino, C. Modelo de mejora para incrementar el ratio de conversión de ventas en PYMES proveedoras de servicios para el sector construcción aplicando PDCA y SERVQUAL [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/673761
@misc{renati/417337,
title = "Modelo de mejora para incrementar el ratio de conversión de ventas en PYMES proveedoras de servicios para el sector construcción aplicando PDCA y SERVQUAL",
author = "Cancino Chinchilla, Cesar Augusto.",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The purpose of the research is to propose an improvement model to increase the sales conversion ratio in SMEs service providers in the construction sector, applying PDCA and Servqual. Therefore, the company CAMELOT S.R.L. currently has 16% of market turnover, positioning itself in third place in its category providing ICS, however, its conversion ratio from prospect to sales is 4.48%, far below the other services. The first problem identified was noncompliance with quotations, where it was observed that 17 of the 47 quotations were not attended, the second point identified was that the business image is unattractive, since it does not have the optimal marketing and advertising tools and customer service is deficient, due to the lack of standardized attention. By proposing the PDCA and Servqual model, a sales ratio of 7.50% was obtained from what was previously at 4.48%, and the Net Present Value (NPV) was calculated, since the company expects a return on investment and the viability of the project. Therefore, we can say that, based on the calculations mentioned above, the company has a positive NPV and could recover the investment as of the 11th month; therefore, the project is viable. This proposal also benefits the organization and its stakeholders by allocating more resources to specific customer relationships that are profitable or valuable and makes marketing more accountable in its marketing programs.
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