Evaluación de la satisfacción de los clientes externos con los servicios ofrecidos en las tiendas de la Sucursal Caracol Villa Clara
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Moreira García, Beatriz
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Universidad Central ‘‘Marta Abreu’’ de Las Villas. Facultad de Ingeniería Mecánica e Industrial. Departamento de Ingeniería Industrial
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La presente investigación se realiza en la Sucursal Caracol Villa Clara, ubicada en la calle Colón No. 119 alto, entre Candelaria y San Miguel, con el objetivo de evaluar el grado de satisfacción de los clientes externos con respecto a los servicios ofrecidos por las unidades comerciales, aplicando una herramienta metodológica para que sean definidas sus necesidades. Los métodos empleados se seleccionan tomando como base el análisis teórico y práctico que ofrece la literatura revisada sobre la temática, ya sea nacional e internacional. En el desarrollo del estudio se aplicaron técnicas para la obtención y análisis de la información tales como: revisión documental, entrevistas con personal especializado, observación directa, encuestas y trabajo con expertos. Considerando el escenario actual se realizan adecuaciones en el procedimiento existente para el análisis de la satisfacción, siendo su principal aporte el diseño de un cuestionario que emplea las dimensiones de la escala Servqual, así como un índice que incluye un peso relativo para su evaluación; esta propuesta se valida por expertos en el tema, y su aplicación permite identificar los aspectos más críticos que afectan actualmente el nivel de satisfacción con los servicios ofrecidos. Para incidir sobre estas debilidades se traza un plan de acciones encaminado a garantizar la mejora de la gestión de la calidad y el enfoque al cliente.
The present investigation is carried out in the Caracol Villa Clara Branch, located on Colón Street No. 119, between Candelaria and San Miguel, with the objective of evaluating the degree of satisfaction of external customers with respect to the services offered by the units commercial, applying a methodological tool so that their needs are defined. The methods used are selected based on the theoretical and practical analysis offered by the literature reviewed on the subject, whether national or international. In the development of the study, techniques were applied to obtain and analyze information such as: documentary review, interviews with specialized personnel, direct observation, surveys and work with experts. Considering the current scenario, adjustments are made in the existing procedure for the satisfaction analysis, being its main contribution the design of a questionnaire that uses the dimensions of the Servqual scale, as well as an index that includes a relative weight for its evaluation; this proposal is validated by experts in the field, and its application allows identifying the most critical aspects that currently affect the level of satisfaction with the services offered. To influence these weaknesses, a plan of actions is drawn up aimed at guaranteeing the improvement of quality management and customer focus.
The present investigation is carried out in the Caracol Villa Clara Branch, located on Colón Street No. 119, between Candelaria and San Miguel, with the objective of evaluating the degree of satisfaction of external customers with respect to the services offered by the units commercial, applying a methodological tool so that their needs are defined. The methods used are selected based on the theoretical and practical analysis offered by the literature reviewed on the subject, whether national or international. In the development of the study, techniques were applied to obtain and analyze information such as: documentary review, interviews with specialized personnel, direct observation, surveys and work with experts. Considering the current scenario, adjustments are made in the existing procedure for the satisfaction analysis, being its main contribution the design of a questionnaire that uses the dimensions of the Servqual scale, as well as an index that includes a relative weight for its evaluation; this proposal is validated by experts in the field, and its application allows identifying the most critical aspects that currently affect the level of satisfaction with the services offered. To influence these weaknesses, a plan of actions is drawn up aimed at guaranteeing the improvement of quality management and customer focus.