Desarrollar una metodología para la evaluación y gestión de la satisfacción de los clientes en una empresa proveedora de servicio de internet en la ciudad de Guayaquil
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2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Este trabajo de investigación fue realizado mediante la revisión de la literatura de
acuerdo al modelo de los seis pasos de Machi & McEvoy (2012) y se considera que el
problema está relacionado con la satisfacción de los clientes, que un fallo en el servicio y la
respuesta que tiene la empresa a ese tipo de situaciones son de vital importancia para
determinar el futuro comportamiento del usuario. Los consumidores tienen altas expectativas
e incrementan sus exigencias en el resultado del servicio por el que pagan. Existen muchas
razones que pueden provocar que el proveedor no cumpla las expectativas del cliente
causándoles insatisfacción lo que genera en las empresas disminución de ventas, migración
de clientes a otras operadoras, baja tasa de crecimiento, perdida de plazas de trabajo y gastos
adicionales por el esfuerzo que significa contrarrestar la molestia de los usuarios y recuperar
los clientes perdidos generando altos impactos en la rentabilidad de la organización. En
investigaciones previas se encontró que las quejas más frecuentes se dan por cobros
indebidos, lentitud del servicio, equipos defectuosos, problemas de atención y entrega de
información errónea, por ese motivo en este trabajo de titulación se propuso un manual de
políticas y procedimientos para gestionar la satisfacción del cliente y para esto es necesario
evaluar a los consumidores del servicio mediante una encuesta adaptada al modelo Servqual
planteado por Zeithaml, Parasuraman y Berry (1985) que consiste en evaluar las percepciones
y las expectativas del cliente, logrando identificar las áreas que presentan problemas para
proporcionar mejoras.
This research work was carried out by reviewing the literature according to the six-step model of Machi & McEvoy (2012) and considers that the problem is related to customer satisfaction, that a failure in service and response that the company has to such situations are vitally important to determine the future behavior of the user. Consumers have high expectations and increase their demands on the outcome of the service for which they pay. There are many reasons that may cause the supplier to fail to meet customer expectations causing dissatisfaction resulting in reduced sales of businesses, migration of customers to other operators, low growth rate, loss of workplaces and additional costs for the effort that means to counteract the annoyance of the users and to recover the lost clients generating high impacts in the profitability of the organization. In previous investigations it was found that the most frequent complaints are due to improper charges, slowness of the service, defective equipment, problems of attention and delivery of erroneous information, for that reason in this work of titulación a manual of policies and procedures to manage the satisfaction of the customer and for this it is necessary to evaluate the consumers of the service through a survey adapted to the Servqual model proposed by Zeithaml, Parasuraman and Berry (1985) that is to evaluate the perceptions and the expectations of the client, being able to identify the areas that present problems to provide improvements.
This research work was carried out by reviewing the literature according to the six-step model of Machi & McEvoy (2012) and considers that the problem is related to customer satisfaction, that a failure in service and response that the company has to such situations are vitally important to determine the future behavior of the user. Consumers have high expectations and increase their demands on the outcome of the service for which they pay. There are many reasons that may cause the supplier to fail to meet customer expectations causing dissatisfaction resulting in reduced sales of businesses, migration of customers to other operators, low growth rate, loss of workplaces and additional costs for the effort that means to counteract the annoyance of the users and to recover the lost clients generating high impacts in the profitability of the organization. In previous investigations it was found that the most frequent complaints are due to improper charges, slowness of the service, defective equipment, problems of attention and delivery of erroneous information, for that reason in this work of titulación a manual of policies and procedures to manage the satisfaction of the customer and for this it is necessary to evaluate the consumers of the service through a survey adapted to the Servqual model proposed by Zeithaml, Parasuraman and Berry (1985) that is to evaluate the perceptions and the expectations of the client, being able to identify the areas that present problems to provide improvements.
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Palabras clave
SERVQUAL, CALIADAD, CLIENTE, SERVICIO