Análisis del nivel de satisfacción de clientes de tiendas de barrio del sector vergeles en la Ciudad de Guayaquil
Fecha
2023
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Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
El sector comercial se encuentra en un constante entorno competitivo, siendo uno de los factores diferenciadores la satisfacción del cliente. La presente investigación tuvo como objetivo analizar el nivel de satisfacción de los clientes de tiendas de barrio del sector Vergeles en la ciudad de Guayaquil. Por tal motivo, se elaboró una investigación en base a una metodología cuantitativa, con enfoque descriptivo y diseño no experimental, tomando una muestra de 340 personas. Para el desarrollo del trabajo se tomó como consideración las herramientas Net Promoter Score y el American Customer Satisfaction Index, para de esta manera, determinar su nivel de satisfacción. Entre los resultados resalta que los clientes no se encuentran satisfechos, además de que, existen falencias a mejorar por parte de los tenderos, por lo que se elaboró una propuesta de mejora basada en la implementación de estrategias que beneficien a las tiendas, entre ellas se encuentra un programa de incentivos enfocado en mejorar las relaciones con el cliente.
The commercial sector is in a constant competitive environment, and one of the differentiating factors is customer satisfaction. The objective of this research was to determine the level of satisfaction of customers of neighborhood stores in the Vergeles sector in the city of Guayaquil. For this reason, a research was elaborated based on a quantitative methodology and descriptive approach. For the development of the work, the NPS and ACSI tools were used to determine their level of satisfaction. Among the results, it stands out that customers are not satisfied, in addition to the fact that there are shortcomings to be improved by the shopkeepers, so a proposal for improvement was developed based on the implementation of strategies that benefit the stores, including an incentive program focused on improving customer relations.
The commercial sector is in a constant competitive environment, and one of the differentiating factors is customer satisfaction. The objective of this research was to determine the level of satisfaction of customers of neighborhood stores in the Vergeles sector in the city of Guayaquil. For this reason, a research was elaborated based on a quantitative methodology and descriptive approach. For the development of the work, the NPS and ACSI tools were used to determine their level of satisfaction. Among the results, it stands out that customers are not satisfied, in addition to the fact that there are shortcomings to be improved by the shopkeepers, so a proposal for improvement was developed based on the implementation of strategies that benefit the stores, including an incentive program focused on improving customer relations.
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SATISFACCIÓN AL CLIENTE, NET PROMOTER SCORE, AMERICAN CUSTOMER SATISFACTION INDEX, TIENDAS DE BARRIO