Aplicación del modelo Servqual para la medición de los índices de calidad de servicio, y su repercusión en la satisfacción de los clientes en las tres principales agencias bancarias del puerto marítimo de Guayaquil, durante el mes de noviembre del 2017
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2018
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El actual trabajo de titulación fue elaborado con el objetivo de conocer los índices de calidad de servicio y su repercusión en la satisfacción de los clientes aplicando la metodología SERVQUAL en tres principales agencias del Puerto Marítimo de Guayaquil, las cuales son: Banco Guayaquil, Banco Pacífico y Banco Pichincha.
Se utilizó la encuesta como herramienta principal las cuales nos mostraron la brecha que existe entre la expectativa y el servicio brindado en tiempo real.
El modelo SERVQUAL evalúa la percepción de satisfacción de los clientes sobre la calidad de servicio brindada evaluando cinco dimensiones las cuales son: Elementos tangibles, Fiabilidad, Capacidad de respuesta, Seguridad y Empatía.
A pesar de ser tres instituciones financieras de gran nombre en el sistema financiero ecuatoriano y que luchan por mantener altos estándares de calidad para brindar a sus clientes, se descubrieron falencias y luego de las encuestas la agencia bancaria del Banco Pichincha fue la que reflejó mayor brecha de índice de calidad de servicio o ICS sobre todo en las dimensiones de elementos tangibles y empatía.
Se realizó un plan de acción para mejorar estas dos dimensiones el cual se soportó en la teoría de la mejora continua de unos de los grandes gurús de la calidad, Edward Deming, Se realizaron ciclos Deming o ciclos PHVA (planear, hacer, verificar, actuar) con el objetivo de mejorar continuamente en las actividades y procesos realizados diariamente.
Con la implementación de los ciclos PHVA se garantiza la autoevaluación dentro de la organización, además con esta propuesta se espera mejorar los índices de calidad de servicio y la percepción que tienen los clientes en especial en las dimensiones menos valoradas en las encuestas.
The current graduate–certified project was developed with the objective of knowing the service quality indexes and their repercussion in the satisfaction of the clients, applying the SERVQUAL methodology in three main agencies of the Maritime Port of Guayaquil, which are: Guayaquil Bank, Pacific Bank and Pichincha Bank. The survey was used as the main tool, which showed us the gap that exists between the expectation and the service provided in real time. The SERVQUAL model evaluates the perception of customer satisfaction about the quality of service provided by evaluating five dimensions which are: tangible elements, reliability, responsiveness, security and empathy. Despite being three financial institutions of great name in the Ecuadorian financial system and struggling to maintain high quality standards to provide their customers, shortcomings were discovered and after the surveys the Bank of Pichincha agency was the one that reflected the greatest gap of quality of service index or ICS especially in the dimensions of tangible elements and empathy. An action plan was developed to improve these two dimensions which was supported in the theory of continuous improvement by one of the great quality gurus, Edward Deming, Deming cycles or PDCA cycles were carried out (plan, do, check, act ) with the objective of continuously improving the activities and processes carried out daily. With the implementation of the PDCA cycles, self-evaluation within the organization is guaranteed, and with this proposal it is expected to improve the quality of service indexes and the perception that customers have especially in the dimensions less valued in the surveys.
The current graduate–certified project was developed with the objective of knowing the service quality indexes and their repercussion in the satisfaction of the clients, applying the SERVQUAL methodology in three main agencies of the Maritime Port of Guayaquil, which are: Guayaquil Bank, Pacific Bank and Pichincha Bank. The survey was used as the main tool, which showed us the gap that exists between the expectation and the service provided in real time. The SERVQUAL model evaluates the perception of customer satisfaction about the quality of service provided by evaluating five dimensions which are: tangible elements, reliability, responsiveness, security and empathy. Despite being three financial institutions of great name in the Ecuadorian financial system and struggling to maintain high quality standards to provide their customers, shortcomings were discovered and after the surveys the Bank of Pichincha agency was the one that reflected the greatest gap of quality of service index or ICS especially in the dimensions of tangible elements and empathy. An action plan was developed to improve these two dimensions which was supported in the theory of continuous improvement by one of the great quality gurus, Edward Deming, Deming cycles or PDCA cycles were carried out (plan, do, check, act ) with the objective of continuously improving the activities and processes carried out daily. With the implementation of the PDCA cycles, self-evaluation within the organization is guaranteed, and with this proposal it is expected to improve the quality of service indexes and the perception that customers have especially in the dimensions less valued in the surveys.
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SERVQUAL, CALIDAD, SERVICIO, CICLO DEMING