Marketing estratégico interno para la optimización de la calidad de servicio al cliente en el sector del transporte aéreo nacional

The purpose of this work is to determine the internal strategic marketing for the optimization of the customer service quality in the national air transportation. Theoretical basis were supported with authors like Seto (2004), Serna (2008), Kotler y Keller (2006), among others, with regard to the same methodological framework was built with an descriptive research, with non-experimental transectional design. The population consisted of twelve (12) executives and managers, twenty-eight (28) employees from the sector and three hundred and eighty two (382) users. The data collection technique was conducted through a questionnaire designed for the Executives and managers with fifty (50) items with multiple alternatives answers, a questionnaire designed for the employees composed of thirty-six (36) items with multiple alternative answers, and a questionnaire designed for users with fourteen (14) items with multiple alternative answers. Results evidenced that there are weaknesses in each one of the aspects treated through the specific objectives proposed in reference to the strategic plan, strategies of internal communication, needs of the internal customer, expectations about the quality of service and external customer satisfaction. It was concluded that Internal Strategic Marketing guidelines should be included to optimize the internal quality of customer service as part of the organizational philosophy, to stimulate the continuous improvement of processes and procedures. Keywords : internal marketing, strategic marketing, quality of service, internal customer, external customer.