Análisis de la percepción de los consumidores sobre la calidad de los productos de panadería adquiridos en línea.
Fecha
2023-06
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Universidad de Guayaquil: Facultad de Ciencias Administrativas
Resumen
El estudio presenta a problemática de entender cuál es la percepción de calidad en los consumidores de productos adquirido en panaderías vía en línea, es por es por esta razón que se plantea el objetivo general: Analizar la percepción de los consumidores sobre la calidad de los productos de panadería adquiridos en línea en la ciudad de Guayaquil. La metodología empleada fue de tipo exploratoria, de campo con enfoque cuantitativo y de alcance descriptivo, los instrumentos aplicados fueron encuestas y entrevista a un experto, la muestra seleccionada de manera probabilística fue de 384 personas. Los instrumentos usados se basan en el modelo E-RecS-Qual y E-S-QUAL para evaluación de calidad del servicio. Los resultados demostraron que la calidad del servicio y de los productos son altos a excepción de los canales de comunicación en quejas y reclamos. Se llego a la conclusión a través de los resultados obtenidos se propusieron estrategias de enfoque hacia el cliente online para atención de quejas y reclamos en panaderías. Estas estrategias plantearon capacitaciones y actualización de canales de ventas, seguimientos y atención a aquejas con el uso de Chat Bot, finalmente se presenta la evaluación de la respuesta y satisfacción del cliente por medio de encuesta al finalizar el reclamo.
The study presents the problem of understanding what is the perception of quality in consumers of products purchased in bakeries via online, it is for this reason that the general objective is proposed: Analyze the perception of consumers about the quality of products of bakery purchased online in the city of Guayaquil. The methodology used was exploratory, field with a quantitative approach and descriptive scope, the instruments applied were surveys and interviews with an expert, the sample selected probabilistically was 384 people. The instruments used are based on the E-RecS-Qual and E-S-QUAL model for service quality assessment. The results showed that the quality of the service and the products are high, except for the communication channels for complaints and claims. The conclusion was reached through the results obtained, strategies were proposed to focus on the online customer for the attention of complaints and claims in bakeries. These strategies proposed training and updating of sales channels, monitoring and attention to complaints with the use of Chat Bot, finally the evaluation of the response and customer satisfaction is presented through a survey at the end of the claim.
The study presents the problem of understanding what is the perception of quality in consumers of products purchased in bakeries via online, it is for this reason that the general objective is proposed: Analyze the perception of consumers about the quality of products of bakery purchased online in the city of Guayaquil. The methodology used was exploratory, field with a quantitative approach and descriptive scope, the instruments applied were surveys and interviews with an expert, the sample selected probabilistically was 384 people. The instruments used are based on the E-RecS-Qual and E-S-QUAL model for service quality assessment. The results showed that the quality of the service and the products are high, except for the communication channels for complaints and claims. The conclusion was reached through the results obtained, strategies were proposed to focus on the online customer for the attention of complaints and claims in bakeries. These strategies proposed training and updating of sales channels, monitoring and attention to complaints with the use of Chat Bot, finally the evaluation of the response and customer satisfaction is presented through a survey at the end of the claim.
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Palabras clave
COMPORTAMIENTO DEL CONSUMIDOR, COMPRAS ONLINE, PANADERÍAS