PROPUESTA ESTRATÉGICA DE MEJORAMIENTO DE LA ATENCIÓN AL CLIENTE EN LA UNIDAD NACIONAL DE ALMACENAMIENTO APLICANDO EL MODELO SERVQUAL EN LA PROVINCIA DEL GUAYAS

Abstract

In the current business environment, client service represents a process of continuous improvement, where all areas and levels of an organization are involved in the search for or even anticipate the needs of consumer. This research has as main objective to propose a strategy for improvement of customer service in Unidad Nacional de Almacenamiento applying SERVQUAL model in Guayas province, generating free positive publicity from person to person. In order to achieve this objective, research began with a review of necessary literature where SERVQUAL model was considered, continuing with the analysis of recent studies concerning application of this model. Having the research a mixed approach, methodology to be used implies a Quantitative-Qualitative analysis with the implementation of tools such as survey and interview. For the situational diagnosis of the company, a SWOT matrix was established identifying more interaction between strengths and opportunities. The results of the interview and the questionnaire, contribute to visualize that only the elements of Security exceeded expectations of clients, being the dimensions of Empathy and Tangibles the most unfavorable in the company.