Citas bibligráficas
Acosta, M., (2022). Posicionamiento de marca y calidad de servicio de un centro de convenciones de Lima en las empresas privadas de Lima Metropolitana, 2017 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/30317
Acosta, M., Posicionamiento de marca y calidad de servicio de un centro de convenciones de Lima en las empresas privadas de Lima Metropolitana, 2017 [Tesis]. PE: Universidad Privada del Norte; 2022. https://hdl.handle.net/11537/30317
@misc{renati/438756,
title = "Posicionamiento de marca y calidad de servicio de un centro de convenciones de Lima en las empresas privadas de Lima Metropolitana, 2017",
author = "Acosta Valderrama, Mayra Alessandra",
publisher = "Universidad Privada del Norte",
year = "2022"
}
Brand positioning is one of the most important procedures for the recognition and image that the company wants to form in its consumers. Likewise, it is of great relevance that companies are recognized in the market for the quality of service they offer, in order to position themselves as the best and as the first option in the minds of their clients and in the area in which they operate. The marketing strategies they create make the segment they want to reach and their competitors recognize and differentiate them in the market. The Lima Convention Center "January 27" has been offering its services since 2015 and has not implemented marketing strategies that help to correctly publicize the services it offers and does not advertise on a large scale so that the entire Peruvian market knows it. The main objective of the research is to determine the level of brand positioning and quality of service that the Lima Convention Center “January 27” offers to consumers in 2017. The type of applied research is descriptive, non-experimental, with a mixed approach, the cross-sectional research design was also applied. The survey technique was used, and a Likert scale-type questionnaire was used as an instrument, to study each variable and its dimensions. Likewise, interviews were conducted with those in charge of the private companies that consumed the services, in order to obtain more precise information. Finally, it is concluded that companies are moderately satisfied with the services received, but the equipment, infrastructure and facilities are modern and visually attractive, in addition to considering it exclusive and economically accessible, creating a balance when choosing an option to carry out their events.
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