Process Management for Continuous Improvement in a B2B Digital Marketing SME Company

Florián Castillo O.R.; Saavedra E.L.B.; Beltrán A.K.C. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022) · DOI: 10.18687/laccei2022.1.1.170

Resumen

The objective of the research was to determine the influence of the process management model for the continuous improvement of a Digital Marketing company. This study was experimental; applying techniques such as interviews, surveys and observation validated in the opinion of experts, to the general manager, 8 collaborators and 10 companies/clients. The results of the most significant dimensions are: Service Quality increased by 200%, Process Quality increased by 300%, Personnel Quality increased by 100%. The least significant dimensions are: Satisfaction in the Process managed to increase by 48%, Need for Change increased by 24%, Level of Responsibility achieved an increase of 14.9% and in Motivation it remained at 100%. Concluding that the process management model significantly influences continuous improvement, with a NPV of s/33 135, an IRR of 97% and a B/C index of S/2.11.

Instituciones: Universidad Privada del Norte