Evaluación de la satisfacción de los clientes en la Tienda “Las Villas “de la Sucursal CIMEX en Villa Clara
Fecha
2018
Autores
Cepero Moya, Yadira Arletys
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Editor
Universidad Central ‘‘Marta Abreu’’ de Las Villas. Facultad de Ingeniería Mecánica e Industrial. Departamento de Ingeniería Industrial
Resumen
El presente Trabajo de Diploma se realiza en la Sucursal CIMEX, situado en la provincia de Villa Clara. Tiene como objetivo general evaluar el nivel de satisfacción del cliente con relación a la calidad del servicio en la tienda Las Villas, perteneciente a dicha Sucursal. Para llevar a cabo el estudio fueron utilizadas las técnicas de observación, encuesta y técnicas de procesamiento de datos que permita el registro, medición, análisis e interpretación de los resultados. Para lograr el objetivo general de la investigación fue necesario conformar una fundamentación teórica sobre la calidad del servicio y la satisfacción del cliente. Se realizó una caracterización general de la Sucursal y la tienda donde se realiza la investigación, y de los resultados de la encuesta que actualmente se aplica para medir la satisfacción con la calidad del servicio. Seguidamente se aplica una nueva encuesta diseñada para medir dicho nivel de satisfacción, a partir del método seleccionado. Como resultado se obtiene una mejor información sobre el estado de la satisfacción del cliente en relación a la calidad del servicio percibido en la tienda, lo que permitió identificar aspectos negativos y posibilitar en mayor medida la toma de decisiones para contribuir a la mejora continua de la calidad de los servicios que se prestan y así aumentar el nivel de satisfacción de los clientes.
The present Diploma Work is done in the CIMEX Branch, located in the province of Villa Clara. Its general objective is to evaluate the level of customer satisfaction in relation to the quality of the service in the Las Villas store, belonging to said Branch. To carry out the study, the techniques of observation, survey and data processing techniques were used to allow the recording, measurement, analysis and interpretation of the results. In order to achieve the general objective of the research, it was necessary to establish a theoretical foundation on the quality of the service and customer satisfaction. A general characterization was made of the Branch and the shop where the research is carried out, and of the results of the survey that is currently applied to measure satisfaction with the quality of the service. Then a new survey designed to measure this level of satisfaction is applied, based on the selected method. As a result, better information is obtained on the state of customer satisfaction in relation to the quality of service perceived in the store, which allowed to identify negative aspects and make decision-making more possible to contribute to the continuous improvement of the quality of the services that are provided and thus increase the level of customer satisfaction.
The present Diploma Work is done in the CIMEX Branch, located in the province of Villa Clara. Its general objective is to evaluate the level of customer satisfaction in relation to the quality of the service in the Las Villas store, belonging to said Branch. To carry out the study, the techniques of observation, survey and data processing techniques were used to allow the recording, measurement, analysis and interpretation of the results. In order to achieve the general objective of the research, it was necessary to establish a theoretical foundation on the quality of the service and customer satisfaction. A general characterization was made of the Branch and the shop where the research is carried out, and of the results of the survey that is currently applied to measure satisfaction with the quality of the service. Then a new survey designed to measure this level of satisfaction is applied, based on the selected method. As a result, better information is obtained on the state of customer satisfaction in relation to the quality of service perceived in the store, which allowed to identify negative aspects and make decision-making more possible to contribute to the continuous improvement of the quality of the services that are provided and thus increase the level of customer satisfaction.
Descripción
Palabras clave
Tienda “Las Villas “ Sucursal CIMEX, Villa Clara, Satisfacción del Cliente, Calidad del Servicio, Comercio Minorista, Toma de Decisiones