Strategic direction and customer satisfaction: Case of the tourist transport company liberpesa S.A.

Abstract

This research focuses on strategic direction and customer satisfaction, being a topic of great global relevance in the current business field, that is why it has as its main problem, determining how the strategic direction influences the satisfaction of the customers of the tourist transport company LIBERPESA S.A. of the province of Santa Elena. For the study, we used a quantitative approach and descriptive research that involved both the company�s executives and the customers of the service provided, whose results show that strategic management is more frequently in the �agreement� level by customers, with 59%, 48% and 40% in strategy formulation, strategy implementation and strategy evaluation, respectively and in relation to the satisfaction of the quality of the service, the majority of customers mention being �neither satisfied nor dissatisfied� corresponding to 34%, followed by a 25% indicating being �Totally satisfied�, being able to conclude that the company administration must improve the three processes of strategic management at all three organizational levels: Managerial, intermediate and operative and as for the satisfaction of the service it is concluded that almost half of the clients think positively of the transport service, having to improve the quality of the services offered in the aspects of security, treatment received and job performance.