Tesis - Licenciatura en Administración de Empresas

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Browsing Tesis - Licenciatura en Administración de Empresas by Author "Almeida Lara, Libia Dolores"

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    “Calidad del servicio y satisfacción del cliente en la Cooperativa de Ahorro y Crédito Ambato LTDA, cantón Ltacunga”
    (Ecuador : Latacunga : Universidad Técnica de Cotopaxi (UTC), 2024-08) Morán Carrión, Luis Angel; Torres Velastegui, Jennifer Monserrath; Almeida Lara, Libia Dolores
    The main objective of this research is to evaluate the quality of service and customer satisfaction at "Cooperativa de Ahorro y Crédito AMBATO LTDA" located in the canton Latacunga, this study was based on the importance of understanding and improving the customer experience in the financial sector, using theoretical models such as SERVQUAL, CSAT, widely recognized to measure the perception of service quality and the degree of customer satisfaction. Throughout the research, key concepts related to service quality and customer satisfaction were identified in various contexts. Subsequently, surveys based on the dimensions of the SERVQUAL model were applied to determine the current levels of perceived quality and satisfaction in the cooperative. The analysis of the data revealed critical areas that require improvement, especially in the aspects related to empathy and responsiveness of the staff. In addition, SPSS was applied, which verified that there is a correlation of 0.99, indicating a very strong correlation between the two variables studied in this research. Finally, a series of strategies focused on improving the quality of service are proposed in order to increase customer satisfaction and strengthen the competitive position of the cooperative in the local market. The recommendations are focused on the implementation of continuous training for the staff, improvements in the customer service infrastructure and the use of technologies to optimize the operational processes.
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    “Calidad del servicio y su influencia en la satisfacción del cliente en los micromercados de la parroquia Eloy Alfaro, cantón Latacunga”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi. (UTC), 2024-08) Días Umajinga, Luis Fernando; Llumitasig Moreta, Leidy Pamela; Almeida Lara, Libia Dolores
    The study "Service Quality and its Influence on Customer Satisfaction in the Micromarkets of Eloy Alfaro Parish, Latacunga Canton" analyzes how various service components impact customer perception and satisfaction. The research, based on a theoretical review of quality management, service quality, and customer satisfaction, utilizes the SERVQUAL model and Customer Satisfaction Score (CSAT) as its methodological framework. Through structured surveys directed at Micromarket customers, key dimensions such as tangibility, reliability, responsiveness, assurance, and empathy are evaluated. The results show that although most customers have a positive perception of certain aspects of the service, there are significant areas for improvement, such as the appearance of the facilities and the presentation of the staff. Based on these findings, a service quality and customer service improvement proposal was designed using the SERVQUAL model and its dimensions (reliability, responsiveness, assurance, empathy, and tangibles). This proposal includes specific strategies to address the identified deficiencies, proposing improvements in staff training, the implementation of continuous feedback systems, and the use of advanced technologies to streamline service and enhance transaction security. The CSAT model was also used to measure customer satisfaction. The study concludes that service quality is a crucial determinant of customer satisfaction in Micromarkets, and that the implementation of the suggested improvements will contribute to the competitive and sustainable development of these establishments. Correlation results reveal a relationship of 0.254 between service quality and customer satisfaction, indicating that as the perception of quality increases, satisfaction tends to increase as well, although this relationship is weak.
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    “Plan de negocios para la creación de una empresa productora de jabón con sangre de drago en el cantón Latacunga”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi. (UTC), 2024-08) Campaña Viera, Mercy Johanna; Chiluisa Chasi, Anderson Marcelo; Almeida Lara, Libia Dolores
    This research focuses on the creation of a company called DRAGONSKIN. This company will be dedicated to the production of handmade soaps using dragon's blood, a natural ingredient known for its regenerative and healing properties for the skin. DRAGONSKIN's mission is to offer high quality products that promote health and wellness, contributing to the economic and social development of the Latacunga canton, Cotopaxi province. Theoretical reviews were carried out, which were fundamental to develop a detailed and well-structured business plan. For the market study, we used the application of a tool that is a questionnaire of 17 questions through a survey directed to the families of the urban sector of the canton Latacunga for which a demographic segmentation focused on people over 15 years old, thus a sample of 378 families was obtained, this allowed us to collect data on the demand and supply of consumers. As for the technical study, the materials and supplies needed for the business to start working properly were evidenced, as well as the activities and processes to be followed for the creation of the product, optimizing resources and time. The financial analysis shows that the creation of DRAGONSKIN is both viable and feasible. With an investment of $38,022.15 it is projected that the company will have a TMAR of 10.92% with an VNA of $88,890.55 and an TIR of 61% based on the total investment with a CB of 2.04 and an PRI of 1 year, 8 months and 28 days.