Browsing by Author "Torres Velastegui, Jennifer Monserrath"

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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.