Medición de la calidad de servicio percibida en los puntos de venta “El Encanto”, “Praga” y “Riviera” de la Cadena Tiendas Panamericanas en Santa Clara
Fecha
2007-07-25
Autores
Acosta Ortega, Ernesto Michael
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Tanto en la investigación académica como en la práctica empresarial se viene constatando, desde hace ya algún tiempo, que un elevado nivel de calidad de servicio proporciona a las empresas considerables beneficios en cuanto a cuota de mercado, productividad, costes, motivación del personal, diferenciación respecto a la competencia, lealtad y capacitación de nuevos clientes, por citar algunos de los más importantes. Como resultado de esta evidencia, la gestión de la calidad
de servicio se ha convertido en una estrategia prioritaria y cada vez son más los que tratan de definirla, medirla y, finalmente, mejorarla.
Desafortunadamente, la definición y medida de la calidad han resultado ser particularmente complejas en el ámbito de los servicios, puesto que, al hecho de que la calidad sea un concepto aún sin definir hay que añadirle la dificultad derivada de la naturaleza intangible de los servicios (Grönroos, 1994).
Puede asegurarse que el factor clave para lograr un alto nivel de calidad en el servicio es sobrepasar las expectativas que el cliente se ha forjado respecto al servicio.
Partiendo de estas premisas se decidió realizar el presente trabajo en los puntos de venta “El Encanto”, “Praga” y “Riviera”, de la Cadena de Tiendas Panamericanas en Santa Clara y tiene como objetivo general diseñar un instrumento para medir la calidad de servicio percibida por el cliente en los mismos. La investigación se estructura en tres capítulos. En el primer capítulo se aborda el marco teórico conceptual en relación al marketing y la calidad de servicio percibida. El segundo capítulo trata el marco metodológico en relación a la calidad de servicio percibida, para lo cual se desarrolla una amplia revisión bibliográfica. En el capítulo tres se hace un diagnóstico de la calidad percibida aplicando la escala de medida ServQual adaptada al caso objeto de estudio práctico.
In the academic investigation and the managerial practice it is appreciated, since some time ago, that a high service quality level provides to the companies considerable benefits as for market quota, productivity, costs, the employees' motivation, competence differentiation, loyalty and new clients' training, to mention some of the most important benefits. As a result of this evidence, the quality management of service has become a high-priority strategy and every time they are more people trying to define it, to measure it and, finally, to improve it. Unfortunately, the definition and measure of the quality is particularly complex in the environment of the services, due to the intangible nature of the services (Grönroos, 1994). It can make sure that the key factor to achieve a high level of quality in the service is to surpass the expectations that the client has been traced regarding the service. With these premises, the present work was carry out in the sale points "El Encanto", "Praga" and "Riviera", of the Chain of Pan-American Stores in Santa Clara, and it has as general objective to design an instrument to measure the quality of service perceived by the client in the same ones. The investigation is structured in three chapters. In the first chapter the conceptual theoretical mark is approached in relation to the marketing and the perceived quality of service. The second chapter approaches the methodological mark in relation to the perceived quality of service, through a wide bibliographical revision. In the chapter three a diagnosis of the perceived quality is made applying the scale of having measured ServQual adapted to the case object of practical study.
In the academic investigation and the managerial practice it is appreciated, since some time ago, that a high service quality level provides to the companies considerable benefits as for market quota, productivity, costs, the employees' motivation, competence differentiation, loyalty and new clients' training, to mention some of the most important benefits. As a result of this evidence, the quality management of service has become a high-priority strategy and every time they are more people trying to define it, to measure it and, finally, to improve it. Unfortunately, the definition and measure of the quality is particularly complex in the environment of the services, due to the intangible nature of the services (Grönroos, 1994). It can make sure that the key factor to achieve a high level of quality in the service is to surpass the expectations that the client has been traced regarding the service. With these premises, the present work was carry out in the sale points "El Encanto", "Praga" and "Riviera", of the Chain of Pan-American Stores in Santa Clara, and it has as general objective to design an instrument to measure the quality of service perceived by the client in the same ones. The investigation is structured in three chapters. In the first chapter the conceptual theoretical mark is approached in relation to the marketing and the perceived quality of service. The second chapter approaches the methodological mark in relation to the perceived quality of service, through a wide bibliographical revision. In the chapter three a diagnosis of the perceived quality is made applying the scale of having measured ServQual adapted to the case object of practical study.
Descripción
Palabras clave
Cadena de Tiendas Panamericanas, Santa Clara, Marketing, Calidad de Servicio Percibida, Empresas de Servicios