Evaluación de la calidad de servicio percibida por los clientes en la Sucursal 5181 del Banco de Crédito y Comercio de Trinidad
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Fecha
2012-06-24
Autores
López Magariño, Ottoniel Alejandro
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Universidad Central "Marta Abreu" de la Villas
Resumen
En Cuba El Banco de Crédito y Comercio (BANDEC) es una institución financiera con funciones de banca universal.Para (BANDEC) lograr la excelencia del servicio es un imperativo, si se trata de alcanzar una actividad bancaria exitosa, desarrollar una alta calidad en los servicios y elevar la economía de la empresa. Resulta evidente que actualmente nos enfrentamos con la carencia de estudios para evaluar la percepción que los clientes tienen del servicio en nuestras instituciones bancarias, a pesar de las acciones aisladas que, por lo general, son orientadas y/o ejecutadas, o son intenciones locales por perfeccionar el funcionamiento de sucursales concretas. De esta forma, se propone evaluar la calidad del servicio percibida de la sucursal 5181 del Banco de Crédito y Comercio de Trinidad, Sancti Spíritus, partiendo de la percepción de los clientes.
Para darle cumplimiento a lo anterior se desarrolló un estudio de las principales definiciones y temáticas relacionadas con la calidad de servicio. Por la importancia que adquiere el cliente en las empresas de servicio, resulta imprescindible el conocimiento de la percepción de este, de ahí que en la conceptualización de calidad de servicio varios autores hagan referencia a la calidad de servicio percibida. Los modelos de calidad de servicio percibida propuestos por diversos autores permiten comprender mejor los elementos y variables que forman, articulan y determinan la calidad de servicio percibida. En este trabajo de diploma se pretende realizar un análisis de la conceptualización y modelización de la calidad de servicio percibida, además de evolución de las diferentes escalas de medidas para evaluar la calidad del servicio percibida.
A partir del estudio realizadoComo principales resultados se obtuvo se evalúa la calidad de servicio percibida por los clientes de esta sucursal donde se demuestra la alta valoración que perciben los clientes en cuanto a las dimensiones de la calidad de servicio, a pesar de que estas no llegan a cumplir con sus expectativas.
In Cuba, the Bank of Credit and Commerce (BANDEC) is a financial institution with universal banking functions. For (BANDEC) achieving service excellence is a must, if it is to achieve a successful banking business, develop high quality services and improve the economy of the company. Clearly, we have exactly the lack of studies to evaluate the perception that customers have the service in our banking institutions, although the isolated actions that usually are oriented and / or implemented, or are local intentions improve the functioning of specific branches. Thus, it is proposed to evaluate perceived service quality of the 5181 branch of the Bank of Credit and Commerce of Trinidad, Sancti Spiritus, based on the perception of customers. To give effect to the above a study of the main definitions and issues related to quality of service. Because of the importance acquired by the customer service companies, it is essential to the understanding of the perception of this, hence the conceptualization of quality of service for several authors refer to the perceived service quality. The quality of service models proposed by various authors perceived to understanding of the elements and variables that are, articulate and determine the quality of service received. In this diploma work is to perform an analysis of the conceptualization and modeling of perceived service quality as well as evolution of the different measurement scales to assess perceived service quality. A study from the main results obtained evaluating the quality of service perceived by customers in this branch which demonstrates the high value that customers perceive as to the dimensions of quality of service, although they do not fail to meet your expectations.
In Cuba, the Bank of Credit and Commerce (BANDEC) is a financial institution with universal banking functions. For (BANDEC) achieving service excellence is a must, if it is to achieve a successful banking business, develop high quality services and improve the economy of the company. Clearly, we have exactly the lack of studies to evaluate the perception that customers have the service in our banking institutions, although the isolated actions that usually are oriented and / or implemented, or are local intentions improve the functioning of specific branches. Thus, it is proposed to evaluate perceived service quality of the 5181 branch of the Bank of Credit and Commerce of Trinidad, Sancti Spiritus, based on the perception of customers. To give effect to the above a study of the main definitions and issues related to quality of service. Because of the importance acquired by the customer service companies, it is essential to the understanding of the perception of this, hence the conceptualization of quality of service for several authors refer to the perceived service quality. The quality of service models proposed by various authors perceived to understanding of the elements and variables that are, articulate and determine the quality of service received. In this diploma work is to perform an analysis of the conceptualization and modeling of perceived service quality as well as evolution of the different measurement scales to assess perceived service quality. A study from the main results obtained evaluating the quality of service perceived by customers in this branch which demonstrates the high value that customers perceive as to the dimensions of quality of service, although they do not fail to meet your expectations.
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Banco de Crédito y Comercio, Trinidad, Operaciones Bancarias, Servicios Financieros, Calidad