Marketing Relacional: Herramienta Clave Para El Servicio Al Ciudadano En Entidades Gubernamentales.

Abstract

One of the great challenges that government entities have faced for a long time has been the use and improvement of the procedures and services they provide to citizens, thus generating the need to be aware of strategies to evaluate and implement the policy of service to the citizen providing modern services in an economic and efficient way, taking into account that to achieve the above, a link must be created that allows to approach a commercial relationship (Citizen – Governmental Entity). On the other hand it is well known that the customer demands speed and simplicity when obtaining a response, either from to service or procedure and it is for this reason that relational marketing as it is defined in general terms, is the process that integrates customer service with quality and marketing, and is considered an objective to maintain lasting and profitable relationships with customers attending to all your needs to generate satisfaction and a great value of life time so that when creating a citizen information service system this is less archaic and closer to marketing, being thus a competitive and innovative process in public management against any company whether public or private.