Medición del nivel de satisfacción de los clientes de la Cooperativa de Ahorro y Crédito de la Pequeña Empresa de Pastaza Cacpe - Agencia Mariscal, como herramienta de gestión para mejorar la atención al cliente

This thesis has as main objective to know the degree of customer satisfaction on the service provided by the Cooperative Savings and Credit Small Business Pastaza - Mariscal Agency, in order to generate real data to identify factors that create a negative perception customers about the service provided, based on these results it seeks to raise designed to improve these weaknesses, so that they become strengths for Mariscal agency strategies. To carry out the research the following methodology was used mainly as a research resource scientific method was used, from which it was possible to frame a research process supported by reliable instruments and procedures, further the descriptive method was also applied to be adjusted clearly to the need to reflect the characteristics of the current situation of the Mariscal Agency in relation to performance in the delivery of their services. It was also proposed for the implementation of research he used the inductive method for the characteristic analysis of the facts. Directed to the external customer surveys were applied, corresponding to a sample of 359 partners, this process could obtain information from the customer perception of the service provided, achieving obtain important data to raise an assessment of the level of satisfaction customers. Additionally question bank personnel Mariscal Agency, being the head of agency, a credit officer three tellers and responsible customer was also applied; with information obtained will be able to assess the degree of satisfaction from the perspective of employees. The analyzes and tabulations of collection instruments applied information helped identify the critical points where most dissatisfaction for both internal customers and external customers is concentrated, as well as highlighted the factors that influence positively on the satisfaction of partners and employees. Based on the results was possible to propose strategies needed to improve the satisfaction of internal and external customers. Additionally the most relevant results due to the applied methodology is detailed. It was found that the main reason for choosing the Mariscal Agency of its proximity to the shops and homes of customers surveyed, followed by the factor of less agglomeration in the world in this agency compared to the matrix. The customer perception about the current attention is excellent with a percentage of 69%, followed by 29% as good, where: Excellent 81 - 100 good 61 - 80 bad 41 - 60 Deficient 21 - 40 regular 0 - 20 As the largest service for which customers come to the Mariscal Agency showed that health services are most in demand deposits and withdrawals totaling 63% followed by collecting bonus Human Development with 27%, credit fee payments 7%, and other services to 3%. The transactions that take longer to process the cashier are paying BDH 27%, other services such as payment of electricity, water, SRI, credit card 26% fee payments with credit 23%, 16% withdrawals and finally to 8% deposits. Infrastructure is the current main problem being the major deficiencies identified by customers lack of space with a 42% misdistribution with 33% and lack of divisions (privacy) with 21%, 3% lack of air conditioning and finally 1% careless grooming and hygiene. Finally, it is worth mentioning that important data for the Cooperative as gender and age of their customers, aspects that will be useful as a basis information is reflected: 63% of customers are the male and 37% are female. The highest percentage of customers of the cooperative 45% is greater than 35, 35% are in the age range of 25-35 years, and 20% are under 25 years. The conclusions to which the study is reduced refer to the analysis developed between the results and the variables of the thesis as to the recommendations addressed strategies to address identified issues arise.

• Autore principale: Carrillo Chiluisa, Anabel Estefania (author)
• Natura: bachelorThesis
• Lingua: spa
• Pubblicazione: 2014
• Soggetti: ADMINISTRACIÓN DE EMPRESAS
• Accesso online: http://dspace.unl.edu.ec/jspui/handle/123456789/15254