Análisis de la calidad de servicio y satisfacción al cliente en los locales comerciales del Cantón La Troncal.

Abstract

The present research describes an applicative process about the most significant ways of measuring the quality of customer service, based on the main objective of analyzing the quality of service and customer satisfaction in the commercial premises of La Troncal canton. This, through the use of models, for which a mixed methodology was applied, to take advantage of the maximum potential of descriptive research, which made using instruments such as the CSAT questionnaire and others possible. Thus, resulting in customer perceptions and expectations, using the Likert scale, from five general approaches such as reliability, sensitivity, security, empathy, and intangible elements, concerning where costumer's priority is concentrated through their experiences with these companies. The direct beneficiaries of this research work are, in the first instance, the companies' managers, since knowing customers' satisfaction in each characteristic allows them optimizing decision-making to improve their quality of service. The indirect beneficiaries are the clients or consumers of each company since, through this research, they can express their opinions on the quality of service they obtained and suggest changes and improvements. The feasibility of this research was positive in demonstrating the quality of customer service in TIA, Valdiviezo, Pañora, TUTI, and MINI stores located in La Troncal canton.