Satisfacción de los clientes en la empresa Fabril en las ciudades de Cañar, El Tambo y Suscal

Abstract

Customers’ satisfaction is a challenge and a key point that needs to be addressed to achieving success in companies. For this reason, this article aims to determine the customers’ level of satisfaction at the “La Fabril” company in the cities of Cañar, El Tambo, and Suscal. It was a quantitative research with a non-experimental and cross-sectional approach, where the SERVPERF (Service Performance) survey was carried out to evaluate the quality of service through five dimensions: physical elements, reliability, responsiveness, security, and empathy, applied to 30 supermarkets and grocery stores in the cities of Cañar, El Tambo, and Suscal. The results show that empathy and security are the most relevant factors of customer’ satisfaction at the “La Fabril” company, while reliability is the least valued factor. In conclusion, the company satisfies its customers’ needs, however, it needs to incorporate monitoring and controlling strategies for problems that arise in the delivery process. Keywords: satisfaction, service, quality, reliability, safety.