Procedimiento general para evaluar el grado de satisfacción del cliente en el sistema logístico de la División Territorial de ETECSA en Villa Clara
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Fecha
2015-07-22
Autores
Brito García, Claudia Amanda
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
El protagonismo que ha adquirido el sector de los servicios en el mundo junto con el avance tecnológico y la presencia de usuarios más exigentes, ha generado en las empresas de servicios la necesidad de fortalecer sus actividades empleando la calidad como un instrumento clave para el buen desempeño empresarial. Para ello, han centrado sus esfuerzos en implementar estrategias que no reduzcan la calidad exclusivamente al cumplimiento de especificaciones técnicas, sino también al cumplimiento de los requerimientos del cliente, con el objetivo de garantizar mejores niveles de satisfacción y altos estándares de excelencia en el servicio.
La Empresa de Telecomunicaciones de Cuba (ETECSA) no escapa de las influencias del entorno y a pesar de que en los últimos años ya se han realizado estudios dentro de la empresa para conocer la satisfacción de sus clientes, hasta el momento no se cuenta con una herramienta que permita medirlo de forma correcta y no existe un procedimiento que abarque sus requerimientos hasta la medición de su satisfacción. Es por ello que la presente investigación propone un procedimiento general para evaluar el grado de satisfacción del cliente del sistema logístico de ETECSA. Para la realización del estudio se emplearon técnicas y herramientas tales como: trabajo con expertos, Focus Group, guía de observación directa, entre otros.
Como resultado se obtuvo el diseño y aplicación del procedimiento general para evaluar el grado de satisfacción de los clientes internos, la adaptación y aplicación del cuestionario de la herramienta Servperf al sistema logístico de la entidad, donde las dimensiones que presentan mayores problemas son Fiabilidad y Capacidad de respuesta, obteniéndose un nivel de satisfacción del cliente de 83.62%. Además se proponen acciones de mejora para estos problemas, así como la prioridad que tendrán estas dimensiones a la hora de proyectar las mismas.
The prominence acquired by the sector of services in the world together with the growing competition stimulated by globalization, technological progress and the presence of more demanding users, has generated in service companies the needing of fortify their activities using quality as a key instrument with good business performance. For doing this they have focused their efforts on implementing strategies that do not reduce the quality exclusively for the fulfillment of technical specifications, but also to fulfill customer´s requirements, in order to ensure higher levels of customer satisfaction and high standards of excellence in the services. The telecommunications company of Cuba (ETECSA) is not immune from the influences of the environment and although in recent years they have already been doing studies within the company to know about the customer´s satisfaction, so far there is not a tool which allow them to measure it correctly and there is no procedure to cover their requirements and expectations, to measure their satisfaction through logical and orderly steps. That is why this research proposes a general method for evaluating the degree of customer´s satisfaction of the logistic system of ETECSA, which allows us to know the actual degree of satisfaction of these clients. For this study tools and techniques such as working with experts, direct guide observation, Focus Group, and others were used. As a result of this study, there was obtained the design and implementation of the general procedure to assess the degree of satisfaction of internal customers of the logistics system, adaptation and implementation of the questionnaire tool Servperf to the logistical process of the organization, where the dimensions that present major problems are Reliability and Responsiveness to give a level of customer service satisfaction of 83.62%. Besides that, it propose improvement actions for these problems and the priority that will have these dimensions when designing these improvements.
The prominence acquired by the sector of services in the world together with the growing competition stimulated by globalization, technological progress and the presence of more demanding users, has generated in service companies the needing of fortify their activities using quality as a key instrument with good business performance. For doing this they have focused their efforts on implementing strategies that do not reduce the quality exclusively for the fulfillment of technical specifications, but also to fulfill customer´s requirements, in order to ensure higher levels of customer satisfaction and high standards of excellence in the services. The telecommunications company of Cuba (ETECSA) is not immune from the influences of the environment and although in recent years they have already been doing studies within the company to know about the customer´s satisfaction, so far there is not a tool which allow them to measure it correctly and there is no procedure to cover their requirements and expectations, to measure their satisfaction through logical and orderly steps. That is why this research proposes a general method for evaluating the degree of customer´s satisfaction of the logistic system of ETECSA, which allows us to know the actual degree of satisfaction of these clients. For this study tools and techniques such as working with experts, direct guide observation, Focus Group, and others were used. As a result of this study, there was obtained the design and implementation of the general procedure to assess the degree of satisfaction of internal customers of the logistics system, adaptation and implementation of the questionnaire tool Servperf to the logistical process of the organization, where the dimensions that present major problems are Reliability and Responsiveness to give a level of customer service satisfaction of 83.62%. Besides that, it propose improvement actions for these problems and the priority that will have these dimensions when designing these improvements.
Descripción
Palabras clave
División Territorial de ETECSA, Villa Clara, Logística, Logistics, Satisfacción del Cliente, Servicio al Cliente