Mercadotecnia aplicada en trámites administrativos en una institución de seguridad social en la ciudad de Querétaro

This work is aimed to establish the marketing factors that the clients identify in administrative procedures in Social Security lnstitutions in Queretaro City. An analysis was carried out focusing on social marketing to develop this work, through a documental and field descriptive research. The importance of this work. is based on the .idea that's necessary to reconsider the vision that many Social Security lnstitutions should be based on marketing applications in order to determine the service that should be given to the clientluser; asumming that shows that the marketing factors are not considered important in the design of services. A research applied to the users of the Social Security lnstitutions as well as sorne control questions to 4 managers, it was focused on a population of 2500 users that are nursed during a week, from which a sample of 135 us~rs was chosen randomly. these surweys were applied one day of the week selected by the user of the metropolitan subdelegation of the Instituto Mexicano del Seguro Social. The research lasted from April to June 2005. The outcome of the research was that there are three opportunity areas in: service location, leadership development and training, and staff awareness.