Browsing by Author "Días Umajinga, Luis Fernando"

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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.