ANÁLISIS DE LA CALIDAD DEL SERVICIO QUE PRESTA LA CAFETERIA INDERA, DE LA CIUDAD DE LOJA

Quality in customer service is one of the main points that must be met within each of the companies; Regardless of the size, structure and nature of its operations, within an organization it is an important factor that generates satisfaction for its customers, employees provide practical tools for comprehensive management. Nowadays it is necessary to meet the quality problems in order to enter a contest in an increasingly demanding market; For this, continuous improvement, customer satisfaction must be sought. In Loja many companies know that they are not giving full interest in the topic of customer satisfaction, managers tend to fall into conformity or fear of investing in something that is not a tangible asset, in turn they do not have the interest to perform customer satisfaction studies. Therefore, for the development of this research as a general objective, "Analyze the quality of the service provided by the Indera cafeteria, in the city of Loja", it was proposed to develop three specific objectives which are: Diagnosis of the current situation of the “Indera” cafeteria in the city of Loja, Evaluate the quality of the service in the “Indera” cafeteria in the city of Loja and “Propose actions to improve the quality of the service provided by the“ Indera ”cafeteria in the city of Loja " For the development of each of the specific objectives, the use of research methods and techniques was necessary, for the first objective the “ANALYSIS OF THE COMPANY'S SITUATION” was carried out through direct observation and applying a diagnostic matrix. He used the analytical method to distinguish internal factors and as a support technique the structured interviews directed by the owner and employees, in such a way that detailed information was obtained on the operation of the “Indera” cafeteria. For the second objective that consists of “EVALUATING THE QUALITY OF THE SERVICE OF THE INDERA CAFETERIA”, the questionnaire based on the SERVQUAL methodology was used. This is a study instrument designed to evaluate the quality of the service along five specific dimensions that consists in tangible elements, reliability, responsiveness, security and empathy. (Caferri, 2016) With the application of the qualitative, quantitative and analytical descriptive method, external data was obtained from the company to later elaborate the SWOT matrix, it is an analytical tool that allows working with all the information that the establishment has. That is, it studies the situation of a company or organization through its strengths, opportunities, weaknesses and threats, as indicated by the acronym of the word and, in this way, to plan future strategies. 11 For the third objective "TO PROPOSE ACTIONS OF IMPROVEMENT OF THE QUALITY OF THE SERVICE PROVIDED BY THE" INDERA "CAFETERIA OF THE CITY OF LOJA", a table was drawn up based on the SWOT analysis which includes the preventive and corrective strategies for improvement of the quality of the service, with the following data; characteristics, policies, values, indicators, goals and design. According to the research, the proposed proposals announce that the operation of the establishment is the correct and adequate environment for customer satisfaction. Finally, conclusions and recommendations of the research were presented, in which the importance and contribution that businessmen will receive when conducting studies regarding the quality of service and customer satisfaction contributing to the continuous improvement processes of the Indera cafeteria establishment are indicated.

• Autore principale: Sánchez Lucas, Stefany Carolina (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2019
• Soggetti: ADMINISTRACIÓN TURÍSTICA; CALIDAD DE SERVICIO; CAFETERÍA; RENTABILIDAD
• Accesso online: http://dspace.unl.edu.ec/jspui/handle/123456789/22400