LA CULTURA ORGANIZACIONAL Y SU INCIDENCIA EN LA ATENCIÓN AL USUARIO EN LA DIRECCIÓN DEL IESS AZUAY

Abstract

The aim of the study was to impact the quality of customer service in a healthcare institution by strengthening and managing organizational culture. For this purpose, the SERVQUAL method and the OCAI instrument were applied to establish the impact of organizational culture on the perception of external customers' satisfaction. Thanks to these two research methodologies on the perception of satisfaction and the type of organizational culture possessed by the entity, the level of influence and the areas that need improvement to achieve high levels of customer service quality were determined. The contrast of the obtained information exposes the impact of organizational culture on service quality and the gaps between customer expectations and satisfaction perception. These research methodologies facilitated decision-making and the identification of problems such as the negative impact of a hierarchical organizational culture on customer service, as well as the lack of innovation affecting the perception of service quality. Staff actions in response to customer needs, the innovation of tangible elements, and the effectiveness of the service process against the staff's need to be competitive and complete tasks make customers not perceive quality and satisfaction in the service received.