Tesis Área Administración

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Diseño de una estrategia de marketing digital para mejorar la tasa de conversión del Área Call Center del Almacén Best PC en Cuenca; periodo 2025-2026
(Instituto Superior Tecnológico Particular Sudamericano, 2026) Pando Cortez Tania Fernanda
This research project presents a strategic proposal to improve digital marketing in the call center and increase sales for Mega Best PC in Cuenca. Although the main office in Quito invested in advertising, the study showed that 61.7% of the local market does not know the brand. Also, 73.2% of users think the customer service is slow. Because of this, customers leave the sales funnel and the company does not reach its goals. The main objective is to propose a digital marketing strategy to improve response times and local brand positioning. The study used a quantitative and descriptive method with surveys for potential customers in Cuenca. The results show that customers have a budget between $350 and $800. They value technical warranties, and 91.4% prefer to finish the purchase in the physical store. They also want more trust in online sales. The proposal includes a Canvas model, an optimized Customer Journey Map to analyze the buying process, and a CRM for local management. It also uses chatbots for immediate answers and personal advice. In conclusion, digital tools reduce operational problems and turn customer interest into real sales. This improves trust and gives the company an advantage over local competitors.