Estrategias de calidad en el servicio para el desarrollo del departamento servicio al cliente corporación Fernández s.a ciudad de Guayaquil
Fecha
2021
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Universidad de Guayaquil
Resumen
Brindar un servicio de calidad a los clientes es un factor fundamental para el desarrollo de las empresas, por lo tanto, las empresas deben procurar establecer estrategias que permitan afianzar y atraer al consumidor. En este contexto, Corporación Fernández actualmente se encuentra afrontando la disminución de sus ventas y bajo retorno de clientes, lo que puede poner en peligro su crecimiento, en consecuencia, el presente estudio tiene por objetivo diseñar estrategias de calidad en el servicio que contribuyan a mejorar la satisfacción de los clientes de la empresa Corporación Fernández S.A. de la ciudad de Guayaquil. Para cumplir con esta finalidad, se realizó una investigación de enfoque cualitativo transversal, de alcance exploratorio-descriptivo, como instrumentos de investigación se emplearon el cuestionario SERVQUAL que permitió medir la satisfacción de una muestra conformada por 375 clientes, también se aplicó una entrevista a los jefes de almacén y se realizó de grupo focal con los empleados de la empresa. Como resultados se obtuvo que los clientes estaban insatisfechos con la apariencia física de los locales, el bajo nivel de respuesta de los empleados, la baja atención personalizada y la falta de un departamento de servicio al cliente. El estudio concluyó que es necesario que Corporación Fernández implemente un Plan de mejoras de servicio al cliente que permita atraer nuevos clientes, recuperar a los antiguos y fidelizar a los actuales.
Providing a quality service to customers is a fundamental factor for the development of companies, therefore, companies must seek to establish strategies that allow them to consolidate and attract consumers. In this context, Corporación Fernández is currently facing the decrease in its sales and low customer return, which may jeopardize its growth, consequently, the objective of this study is to design quality strategies in the service that contribute to improving the satisfaction of the clients of the company Corporación Fernández SA from the city of Guayaquil. To fulfill this purpose, a cross-sectional qualitative research was carried out, with an exploratory-descriptive scope, as research instruments the SERVQUAL questionnaire was used, which made it possible to measure the satisfaction of a sample made up of 375 clients, an interview was also applied to the clients. Warehouse managers and a focus group was held with company employees. As a result, it was obtained that customers were dissatisfied with the physical appearance of the premises, the low level of response from the employees, the low personalized attention, and the lack of a customer service department. The study concluded that it is necessary for Corporación Fernández to implement a Customer Service Improvement Plan that allows it to attract new customers, recover old ones and retain current ones.
Providing a quality service to customers is a fundamental factor for the development of companies, therefore, companies must seek to establish strategies that allow them to consolidate and attract consumers. In this context, Corporación Fernández is currently facing the decrease in its sales and low customer return, which may jeopardize its growth, consequently, the objective of this study is to design quality strategies in the service that contribute to improving the satisfaction of the clients of the company Corporación Fernández SA from the city of Guayaquil. To fulfill this purpose, a cross-sectional qualitative research was carried out, with an exploratory-descriptive scope, as research instruments the SERVQUAL questionnaire was used, which made it possible to measure the satisfaction of a sample made up of 375 clients, an interview was also applied to the clients. Warehouse managers and a focus group was held with company employees. As a result, it was obtained that customers were dissatisfied with the physical appearance of the premises, the low level of response from the employees, the low personalized attention, and the lack of a customer service department. The study concluded that it is necessary for Corporación Fernández to implement a Customer Service Improvement Plan that allows it to attract new customers, recover old ones and retain current ones.
Descripción
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Palabras clave
ESTRATEGIAS DE CALIDAD, SERVICIO AL CLIENTE, SERVQUAL, SATISFACCIÓN DEL CLIENTE
Citación
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