Procedimiento para medir la calidad percibida en la UC El Alba de TRD Caribe
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Fuentes Del Toro, Damaisi
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Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación fue desarrollada en la Unidad comercial El Alba perteneciente a la Cadena de Tiendas de TRD Caribe para conocer acerca del nivel de satisfacción de los clientes externos con respecto al producto/servicio que dicha entidad presta. Para ello se realiza una revisión bibliográfica con un alto nivel de actualización, donde se abordan los aspectos más significativos sobre el tema objeto de estudio, confeccionándose así el Capítulo I de dicha investigación. Posteriormente en el Capítulo II, se realiza la propuesta del procedimiento para medir la satisfacción del cliente externo en Unidades Comerciales de la Cadena TRD, además se realiza una descripción detallada de cada etapa que lo compone, garantizando así que la organización se enfoque en el mejoramiento de los niveles de satisfacción del cliente. En el Capítulo III se aplica la herramienta ServQual siguiendo el procedimiento propuesto y se analizan estadísticamente los resultados obteniendo información sobre los niveles de la calidad que ofrece la organización en cuestión. La información obtenida se analiza aportando información para su mejora. Dentro de las herramientas y métodos más significativos empleados en el estudio se encuentran: técnicas de análisis estadístico, tormenta de ideas, cuestionarios y entrevistas. La información se procesará por medio del Microsoft Excel.
The present investigation was developed in the Commercial Unit "El Alba" belonging to the Chain of Stores TRD Caribe to know about the level of the external clients' satisfaction with regard to the product / service that ready this entity. For he/she is carried out it a bibliographical revision with a high level of upgrade, where the most significant aspects are approached on the thematic study object, being made this way the Chapter I of this investigation. Later on in the Chapter II, is carried out the proposal of the procedure to measure the external client's satisfaction in Commercial Units of the Chain TRD, is also carried out a detailed description of each stage that composes it, guaranteeing the organization so it is focused in the improvement of the levels of the client's satisfaction. In the Chapter III the tool ServQual is applied following the proposed procedure and they are analyzed the results statistically obtaining information on the levels of the quality that offers the organization in question. The obtained information is analyzed contributing information for its improvement. Inside the tools and methods more significant employees in the study are: technical of statistical analysis, storm of ideas, questionnaires and interviews. The information will be processed by means of Microsoft Excel.
The present investigation was developed in the Commercial Unit "El Alba" belonging to the Chain of Stores TRD Caribe to know about the level of the external clients' satisfaction with regard to the product / service that ready this entity. For he/she is carried out it a bibliographical revision with a high level of upgrade, where the most significant aspects are approached on the thematic study object, being made this way the Chapter I of this investigation. Later on in the Chapter II, is carried out the proposal of the procedure to measure the external client's satisfaction in Commercial Units of the Chain TRD, is also carried out a detailed description of each stage that composes it, guaranteeing the organization so it is focused in the improvement of the levels of the client's satisfaction. In the Chapter III the tool ServQual is applied following the proposed procedure and they are analyzed the results statistically obtaining information on the levels of the quality that offers the organization in question. The obtained information is analyzed contributing information for its improvement. Inside the tools and methods more significant employees in the study are: technical of statistical analysis, storm of ideas, questionnaires and interviews. The information will be processed by means of Microsoft Excel.