Estrategia de comunicación para mejorar la calidad en la atención de los usuarios de la empresa de energía eléctrica Air-e S.A.S. E.S.P.
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Fecha
2026
Autores
Cuesta Ríos, Delfina
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Ediciones Universidad Simón Bolívar
Facultad de Ingenierías
Facultad de Ingenierías
Resumen
Este trabajo propone una estrategia de comunicación orientada al mejoramiento de la calidad en la atención a los usuarios de la empresa Air-e S.A.S. E.S.P., entidad que realiza la prestación del servicio de energía eléctrica en los departamentos de Atlántico, Magdalena y La Guajira.
La investigación surge, principalmente a partir de la tendencia creciente en los reportes de Peticiones, Quejas y Reclamos (PQR) y de factores como la deficiente comunicación e inconformidad frente a los tiempos de respuesta entre la empresa y los usuarios.
La investigación aplicada se desarrolló bajo un enfoque cuantitativo y mediante un diseño no experimental y transeccional, utilizando como técnica de recolección de datos una encuesta aplicada a una muestra de 436 usuarios seleccionados aleatoriamente, ubicados en las ciudades de Barranquilla, Santa Marta y Riohacha.
El cuestionario fue construido bajo las dimensiones del modelo SERVQUAL y validado en su contenido y consistencia interna a través de juicio de expertos y el coeficiente de Alfa de Cronbach, respectivamente. Los datos fueron analizados mediante la estadística descriptiva.
Los resultados evidenciaron que la mayoría de los usuarios pertenece a los estratos 1, 2 y 3, con predominio de jóvenes y adultos que utilizan con frecuencia herramientas digitales.
Este perfil exige mensajes simples, directos y acordes con su contexto sociocultural, así como contenidos más detallados para el grupo significativo de usuarios con formación técnica o profesional.
Así mismo, los resultados permitieron identificar fortalezas, como la buena presentación del personal y las condiciones adecuadas de las oficinas. Sin embargo, también
se evidenciaron brechas importantes en la empatía, la fiabilidad del servicio y la precisión de la facturación.
This paper proposes a communication strategy aimed at improving the quality of customer service at Air-e S.A.S. E.S.P., a company that provides electricity services in the departments of Atlántico, Magdalena, and La Guajira. The research arises mainly from the growing trend in reports of requests, complaints, and claims (PQR) and factors such as poor communication, dissatisfaction with response times, between the company and users. The applied research was developed using a quantitative approach and a non- experimental, cross-sectional design, using a survey applied to a sample of 436 randomly selected users located in the cities of Barranquilla, Santa Marta, and Riohacha as the data collection technique. The questionnaire was constructed based on the dimensions of the SERVQUAL model and validated in terms of content and internal consistency through expert judgment and Cronbach's alpha coefficient, respectively. The data were analyzed using descriptive statistics. The results showed that most users belong to socioeconomic strata 1, 2, and 3, with a predominance of young people and adults who frequently use digital tools. This profile requires simple, direct messages that are consistent with their sociocultural context, as well as more detailed content for the significant group of users with technical or professional training. The results also identified strengths, such as the professional appearance of staff and the adequate conditions of the offices. However, significant gaps were also evident in empathy, service reliability, and billing accuracy. Some users also stated that the company does not fulfill its commitments related to technical visits, reconnections, or damage repair.
This paper proposes a communication strategy aimed at improving the quality of customer service at Air-e S.A.S. E.S.P., a company that provides electricity services in the departments of Atlántico, Magdalena, and La Guajira. The research arises mainly from the growing trend in reports of requests, complaints, and claims (PQR) and factors such as poor communication, dissatisfaction with response times, between the company and users. The applied research was developed using a quantitative approach and a non- experimental, cross-sectional design, using a survey applied to a sample of 436 randomly selected users located in the cities of Barranquilla, Santa Marta, and Riohacha as the data collection technique. The questionnaire was constructed based on the dimensions of the SERVQUAL model and validated in terms of content and internal consistency through expert judgment and Cronbach's alpha coefficient, respectively. The data were analyzed using descriptive statistics. The results showed that most users belong to socioeconomic strata 1, 2, and 3, with a predominance of young people and adults who frequently use digital tools. This profile requires simple, direct messages that are consistent with their sociocultural context, as well as more detailed content for the significant group of users with technical or professional training. The results also identified strengths, such as the professional appearance of staff and the adequate conditions of the offices. However, significant gaps were also evident in empathy, service reliability, and billing accuracy. Some users also stated that the company does not fulfill its commitments related to technical visits, reconnections, or damage repair.
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Palabras clave
Estrategia de comunicación, Calidad en el servicio, Percepción del usuario, SERVQUAL
