Medición de la Calidad de Servicio Percibida en la Sucursal 4402 del Banco Popular de Ahorro de Santo Domingo
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Fecha
2010-06-25
Autores
Pedraza Martínez, Roberto
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Editor
Universidad Central “Marta Abreu” de Las Villas
Resumen
Esta investigación tiene como objeto de estudio práctico la sucursal 4402 del Banco Popular de
Ahorro de Santo Domingo, Villa 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 4402 del Banco Popular de Ahorro de Santo Domingo.
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 práctico. 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 cualitativas y cuantitativas de investigación
y la utilización de herramientas matemáticas y estadísticas.
This investigation has as object of practical study the branch 4402 of the Popular Bank of Saving of Santo Domingo, Villa 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 4402 of the Popular Bank of Saving of Santo Domingo. To give execution to this objective the investigation it is structured in three chapters. In the first chapter 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 other hand the application of technical qualitative and quantitative of investigation and the use of mathematical and statistical tools.
This investigation has as object of practical study the branch 4402 of the Popular Bank of Saving of Santo Domingo, Villa 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 4402 of the Popular Bank of Saving of Santo Domingo. To give execution to this objective the investigation it is structured in three chapters. In the first chapter 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 other hand the application of technical qualitative and quantitative of investigation and the use of mathematical and statistical tools.
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Palabras clave
Economía, Banco Popular de Ahorro, Calidad de Servicio, Marketing, Santo Domingo