Browsing by Author "Azas Poaquiza, Holger Adrian"

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    Calidad del servicio y fidelización del cliente: caso de estudio supermercado Poaquiza, 2026
    (Universidad Técnica de Cotopaxi (UTC). Ciencias Administrativas y Económicas. Mercadotecnia, 2026-08-12) Azas Poaquiza, Holger Adrian; Cárdenas, Milton Marcelo
    This study analyzes the degree of association between service quality and customer loyalty at the Poaquiza Supermarket, located in Salcedo canton, in a context of growing competitive pressure from larger supermarket chains. The research was conducted using a quantitative approach, a non-experimental and cross-sectional design, and a correlational scope. A structured questionnaire consisting of 35 items was administered to a sample of 272 customers. The questionnaire was based on the SERVPERF model to measure service quality (20 items distributed across five dimensions) and on a multidimensional conceptualization of loyalty (15 items distributed across five dimensions). The instrument obtained a Cronbach's alpha coefficient of 0.990. In addition, a situational analysis was conducted based on direct knowledge of the establishment and information provided by its management. The descriptive results showed predominantly high perception levels for both variables; reliability and empathy were the most highly rated dimensions, while responsiveness and repurchase intent showed the greatest room for improvement. Spearman's rho coefficient identified 25 positive and statistically significant associations between the dimensions of both variables (ρ 0.613 and 0.745; p < 0.01), among which the relationship between reliability and recommendation stood out (ρ = 0.745). It is concluded that perceived service quality is consistently associated with customer loyalty, though this does not imply causality. Based on these findings, recommendations are proposed aimed at strengthening service and conducting periodic monitoring using the validated instrument