Las 3 p’s del marketing de servicios y su incidencia en la gestión de calidad en las instituciones educativas del sector privado de Guayaquil.

Abstract

This academic article shows an analysis of the quality management processes applied by private educational institutions, primary/elementary and secondary schooling, of the city of Guayaquil and how these processes are related to the 3p's of services marketing; it also addresses some strategies or good practices carried out by such educational institutions. The research shows that there are good practices that can be applied and molded to each institutional reality, for example: the anticipation exercise as an element for continuous improvement in processes, understanding every physical detail of the company, as an element that creates message, attachment and draws attention to customers, as well as to sustain strategic alliances with other institutions to strengthen or position the company in the educational market. It is also shows that there is a diversity of strategies that companies design, but many of them are isolated or do not correspond to a marketing plan, although all contribute in one way or another to the macro purpose of each institution: to offer an educational service of quality.