D.Com. (Business Management) / In recent academic journals it is clear that the marketing of services is still a popular topic of research. Although not surprising, the bulk of the research centered around aspects such as marketing strategy, service quality and the difference between product and services marketing. The aspect of risk perception, particularly in the buying process of services, has received rather marginal attention from researchers and the interest in the relationship between risk perception and information acquisition has only recently been revived in the work of Murray (1991). A topic still to be resolved in academic research, is the involvement of risk perception in the buying process of industrial services. This study is primarily concerned with the relationship between risk perception and the information acquisition behaviour of buyers of industrial services in contrast to the purchase of consumer services. To make a contribution to the scientific understanding of the marketing of services, six hypotheses were proposed to be tested in an experimental setting. The hypotheses postulated selected behavioural patterns of decision maker in reaction to the independent variable of manipulated risk perception. The experimental design used, was a 2x3 repeated measures design where the independent variable was manipulated with one of five randomly assigned services in each category of a continuum of three different levels of risk perception (High, medium and low risk). The dependent variables constituted measures of source usage, source effectiveness and source confidence. The three dependent measures were operationalised by a 25-item rating scale derived from Andreason (1968) and Murray (1991)...

La investigación aborda la problemática de la gestión logística en una empresa productora de cemento portland. En primer lugar, se analizó el proceso de gestión de inventarios cuya exactitud de registro de inventarios (ERI) era inferior al 50% por las causas de falta de control y falta de procedimientos e indicadores. En segundo lugar, se aborda el proceso de compras en la planta. El año 2019 las compras urgentes representaron el 14% de las compras totales, las cuales generan sobrecostos debido a la no planificación y a la ausencia de control en el proceso. La propuesta de mejora inicia con el diseño e implementación de inventarios cíclicos y la implementación de la herramienta 5S en el almacén para mejorar la exactitud de registro de inventarios. En el caso del proceso de compras incluye implementar la planificación de las compras con la matriz de Kraljic y la elaboración de indicadores para un mejor control. Finalmente con las mejoras propuestas se propone aumentar la confiabilidad del ERI del 43% hasta un 95% y reducir las compras urgentes del 14% al 1% de las compras totales al año. / The research addresses the problem of logistics management in a portland cement production company. In the first place, the inventory management process was analyzed whose inventory record accuracy (IRA) was less than 50% due to the causes of lack of control and lack of procedures and indicators. Second, the purchasing process at the plant is addressed. In 2019, urgent purchases represented 14% of total purchases, which generate cost overruns due to non-planning and the lack of control in the process. The improvement proposal begins with the design and implementation of cyclical inventories and the implementation of the 5S tool in the warehouse to improve the accuracy of inventory registration. In the case of the purchasing process, it includes implementing the planning of purchases with the Kraljic matrix and the development of indicators for better control. Finally, with the proposed improvements, it is proposed to increase the reliability of the ERI from 43% to 95% and reduce urgent purchases from 14% to 1% of total purchases per year. / Trabajo de Suficiencia Profesional