Browsing by Author "Pilalumbo Cayo, Sonia Beatriz"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    “Calidad del servicio y satisfacción de clientes, en los servicios de las peluquerías en la Parroquia Eloy Alfaro del Cantón Latacunga”
    (Ecuador : Latacunga : Universidad Técnica de Cotopaxi (UTC), 2024-08) Pilalumbo Cayo, Sonia Beatriz; Riera Caiza, Mónica Lizbeth; Montenegro Cueva, Efrén Gonzalo
    This research analyzes quality service and customer satisfaction in hairdressing salons in the parish of Eloy Alfaro in Latacunga. These constructs should be evaluated or measured to know the actual dimension of the relationship between these two variables to make informed decisions about the business, which could have repercussions on the performance and competitiveness of this type of business. The general objective of this study was to determine the relationship between service quality and customer satisfaction in hairdressing salons located in the Eloy Alfaro parish. In order to achieve this objective, a quantitative, descriptive, and relational methodology was used with a non-experimental design. In the first instance, a review of the theoretical models that support this study was carried out; subsequently, a survey was applied to a sample of a population by convenience, using the SERVQUAL model instrument with its five dimensions to measure perceptions of service quality and the CSAT scale to measure the level of customer satisfaction. As a result, it was found that the SERVQUAL dimensions of satisfaction, Tangibility, Reliability, Responsiveness, Security, and Empathy have a strong positive and statistically significant correlation with the variable “Satisfaction” measured with the CSAT scale. In conclusion, this type of business must be strengthened in terms of the dimensions that materialize the service quality of its processes.