Medición de la Calidad de Servicio Percibida en la Sucursal 4302 del Banco Popular de Ahorro de Santa Clara
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Fecha
2008-07-24
Autores
Espinosa Sánchez, Elianet
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
Esta investigación tiene como objeto de estudio práctico la sucursal 43 02 del Banco Popular de Ahorro 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 4302 del Banco
Popular de Ahorro 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 práct ico. 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 e stadísticas.
This investigation has as object of practical study the branch 4302 of the Popular Bank of Saving of Santa Clara and like object of theoretical study the perceived quality of service. This investigation seeks as general objective to measure the quality of service perceived by the clients of the branch 4302 of the Popular Bank of Saving of Santa Clara. To give execution to this objective the investigation it is structured in three chapters. In the first chap ter the conceptual theoretical mark is approached in relation to the marketing and the perceived quality of service. In the second chapter the methodological mark settles down in relation to the quality perceived in the tertiary sector of the economy. Lastly, in the third chapter the quality of service is measured perceived to the case object of practical study. For this, a methodology was developed, that includes a double approach: on one hand, a wide and exhaustive bibliographical revision and on the othe r hand the application of technical quantitative of investigation and the use of mathematical and statistical tools.
This investigation has as object of practical study the branch 4302 of the Popular Bank of Saving of Santa Clara and like object of theoretical study the perceived quality of service. This investigation seeks as general objective to measure the quality of service perceived by the clients of the branch 4302 of the Popular Bank of Saving of Santa Clara. To give execution to this objective the investigation it is structured in three chapters. In the first chap ter the conceptual theoretical mark is approached in relation to the marketing and the perceived quality of service. In the second chapter the methodological mark settles down in relation to the quality perceived in the tertiary sector of the economy. Lastly, in the third chapter the quality of service is measured perceived to the case object of practical study. For this, a methodology was developed, that includes a double approach: on one hand, a wide and exhaustive bibliographical revision and on the othe r hand the application of technical quantitative of investigation and the use of mathematical and statistical tools.
Descripción
Palabras clave
Marketing, Calidad, Sector de Servicio