Medición de la calidad de servicio percibida en la sucursal 4331 del Banco de Crédito y Comercio de Santa Clara
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Fecha
2007-06-24
Autores
Obono Micha Nchama, Tamara Facunda
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Esta investigación tiene como objeto de estudio práctico la sucursal 4331 del
Banco de Crédito y Comercio de Santa Clara y como objeto de estudio teórico la
calidad de servicio percibida. Dicha investigación pretende como objetivo general
medir la calidad de servicio percibida por los clientes de la sucursal 4331 del
Banco de Crédito y Comercio de Santa Clara. Para dar cumplimiento a este
objetivo se estructura la investigación en tres capítulos. En el primer capítulo se
aborda el marco teórico conceptual en relación al marketing y la calidad de
servicio percibida. En el segundo capítulo se establece el marco metodológico en
relación a la calidad percibida en el sector terciario de la economía. Por último, en
el tercer capítulo se mide la calidad de servicio percibida al caso objeto de estudio
práctico. Para ello se desarrolló una metodología que incluye un doble enfoque:
por un lado, una amplia y exhaustiva revisión bibliográfica y por otro lado la
aplicación de técnicas cuantitativas de investigación y la utilización de
herramientas matemáticas y estadísticas.
The object of practical study of this investigation is the branch 4331 of the credit and comercial bank of Santa Clara and as an object of theorical study the quality of service perceived. The said investigation has it’s general objective as a measure of the quality of service perceived by the clients of the branch 4331 of the credit and commercial bank of Santa Clara. To fulfill these objectives the investigation is structured into three chapters. In the first chapter the theorical concept is tackled in relation to the to the marketing and the quality of service perceived. In the second chapter the methodological mark is established in relation to the quality of service perceived in the third sector of the economy. And finally, in the third chapter the quality of service perceived is measured to the case of practical study. For these a methodological was developed that includes a double approach: One side a wide and exhaustive bibliographic revision, and on the other side the application of quantitative techniques of investigation and the utilization of mathematics and statistic tools.
The object of practical study of this investigation is the branch 4331 of the credit and comercial bank of Santa Clara and as an object of theorical study the quality of service perceived. The said investigation has it’s general objective as a measure of the quality of service perceived by the clients of the branch 4331 of the credit and commercial bank of Santa Clara. To fulfill these objectives the investigation is structured into three chapters. In the first chapter the theorical concept is tackled in relation to the to the marketing and the quality of service perceived. In the second chapter the methodological mark is established in relation to the quality of service perceived in the third sector of the economy. And finally, in the third chapter the quality of service perceived is measured to the case of practical study. For these a methodological was developed that includes a double approach: One side a wide and exhaustive bibliographic revision, and on the other side the application of quantitative techniques of investigation and the utilization of mathematics and statistic tools.
Descripción
Palabras clave
Economía, Calidad de Servicio, Marketing, Banco de Crédito y Comercio, Santa Clara