Calidad de servicio y satisfacción del cliente en la asociación de comerciantes minoristas Cotopaxi del cantón La Maná, provincia de Cotopaxi, 2018- 2019.

Nowadays, the concept of attention is much broader and is approached as a business strategy oriented towards the anticipation and knowledge of the needs and expectations of added value that seek to ensure the loyalty and permanence of both current and new customers, through the provision of a service superior to that of competitors. The main objective of this research was to analyze the quality of service and customer satisfaction provided by the Cotopaxi Retail Merchants Association, in order to present a proposal for the improvement of customer service. For this purpose, bibliographic research was used to collect information from books, journals, theses and web pages of various authors to support the theoretical basis that allowed them to guide the analysis of quality of service, field research was used to collect relevant primary information about the fundamental categories. The research methods: deductive to infer the inherent aspects of the problematic on the quality of service, the analytical method to emit a personal criterion of the bibliography information and to carry out an analysis of the results obtained through the techniques of the interview, the interview with the president, and the surveys to the partners and the population of La Maná. The results obtained showed that the quality of care in the association is deficient and tools are not used to know the perception of the service, for this reason a plan for improvement of quality and customer service was designed for the Association of Retail Merchants Cotopaxi which included the design of a structural organization chart, strategic direction, suggestion of training, suggestion of implementation of a CRM and advertising strategies and promotions. With the implementation of the proposal, the main beneficiaries were the managers, partners and customers who could perceive a better quality of service.

• Autor principal: Mendoza Zambrano, Jenny Leonor (author)
• Outros Autores: Vele Curillo, Mónica Alexandra (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2019
• Assuntos: CARACTERÍSTICAS DEL SERVICIO; MODELO MALCOLM BALDRIGE; CALIDAD COMO AJUSTE A LAS ESPECIFICACIONES; IMPORTANCIA DE LA CALIDAD; CALIDAD DE SERVICIO
• Acesso em linha: http://repositorio.utc.edu.ec/handle/27000/4795