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Ítem Propuesta para mitigar la deserción de los pacientes en Cali de Dentalplan clínica de ortodoncia y odontología especializada(Universidad Icesi, 2011-04-01) Bocanegra, Paola Andrea; Concha Avila, Victoria Eugenia; AsesoraMany companies do not get alarmed by customers` desertion, because they do not understand the causal relation between profit and consumer loyalty. Desertion is a clear sign of the company’s value declining; its acceleration predicts cash flow reduction, although the lost customers are replaced by new ones. Therefore, the root causes must be analyzed, using the desire and the abilities to learn, on the way to identify better business practices. This work aims to discover these causes and propose a strategy with the best way to relieve this problem, with the goal to establish mechanisms that could turn the customers’ desertion analysis on a permanent strategic system, supervised closely by the first level managers that can rapidly respond to changing situations. To achieve this, the project is based on a research method which is divided in two parts: an interview with open questions to try to find the breach between the customer and the company; and a survey with more specific questions about the internal process that the customers live on the organization which offers the service, to detect where the satisfaction rupture happens, and find the best solution to close this breach under the “Gap model of service quality” proposed by Zeithmal y Bitner. This work becomes more important because it develops the entire conceptual and analysis framework which helps to propose a strategy that fits on a company to improve their internal processes, which implies long waiting times and a reliable data based information system that helps to reduce the gap number two: Not having the right service designs and standards.