Browsing by Author "Guanochanga Balseca, Ana Karen"

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    “Calidad de servicio y la satisfacción del cliente en las Cooperativas de Ahorro y Crédito Segmento 1 del sector Latacunga”
    (Ecuador : Latacunga : Universidad Técnica de Cotopaxi (UTC), 2024-08) Córdova Espín, Mishel Monserrath; Guanochanga Balseca, Ana Karen; Montenegro Cueva, Efrén Gonzalo
    This research analyzed the effects of service quality on customer satisfaction in segment 1 savings and credit cooperatives in the Latacunga sector, based on the ‘SERVQUAL’, a widely used multidimensional theoretical model that measures service quality levels in organizations according to its five dimensions. The main objective was to assess the relationship between customers' perceptions of the quality of service offered by these financial institutions and their perception of satisfaction with the transactions carried out at the institutions under study. This study had a quantitative, relational, cross-sectional, non-experimental approach; to this end, an in-depth analysis of the theoretical basis and similar research was carried out to support this proposal. The surveys were then applied in person to a representative sample of 381 current members of the cooperatives in question using the SERVQUAL and CSS instruments relating to the two study variables. Subsequently, the captured information was processed and cleaned using SPSS software, which allowed for data analysis using appropriate statistical techniques such as correlation using Spearman's Rho coefficient, polychoric correlations, and multiple linear regression. The results highlighted a significant correlation and positive effects between specific dimensions such as reliability, responsiveness, empathy, safety and tangibles, and customer satisfaction levels. In addition, areas for improvement in the operational and strategic management of cooperatives were identified, emphasizing the importance of continuous staff training and the implementation of appropriate technologies to improve the customer experience. This study contributes significantly to the understanding of the crucial role that service quality plays in customer retention and satisfaction in the particular context of credit unions in Latacunga, providing practical recommendations to strengthen the competitiveness and sustainability of these institutions in a dynamic and demanding market.