Niveles de Satisfacción de los clientes en el Mercado Mayorista en la Ciudad de Riobamba, año 2024.

In the study on customer satisfaction levels in the Wholesale Market of the City of Riobamba in the year 2024, a thorough theoretical review has been conducted to identify the determining factors. Through a hypothetical-deductive approach, we sought to understand the causal relationships between the variables of the SERVQUAL model and customer satisfaction in this specific context. Hypotheses related to the positive effect of perceived service quality on customer satisfaction were formulated, and the LOGIT and PROBIT models were used to analyze the collected data. The results indicated that the PROBIT model demonstrated greater explanatory and discrimination capacity compared to the LOGIT model, making it the preferred choice for this analysis. Key elements such as tangibles, empathy, and sensitivity were identified as significantly influencing customer satisfaction in the Riobamba wholesale market. The meticulous evaluation of the Service Quality Index revealed gaps between customer expectations and perceptions, providing an objective basis for improving customer satisfaction. Overall, this study highlights the importance of thoroughly understanding the determinants of customer satisfaction in a specific environment such as the Riobamba wholesale market and the application of appropriate analytical models to accurately identify the factors that influence this satisfaction.

• Príomhchruthaitheoir: Caiza Caiza, Nancy del Rocio (author)
• Rannpháirtithe: Jinde Tisalema, Evelyn Lucia (author)
• Formáid: bachelorThesis
• Teanga: spa
• Foilsithe / Cruthaithe: 2024
• Ábhair: Índice de calidad de servicios; Elementos; Tangibles; Empatía y sensibilidad; Brechas
• Rochtain ar líne: http://dspace.unach.edu.ec/handle/51000/14265