Propuesta de modelo de medición de la calidad de servicio que incida en la satisfacción de los clientes con producto de microcrédito
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Fecha
2023
Autores
Mahecha Vivas, Yeison David
Mojica Benítez, Raitza Milena
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Ediciones Universidad Simón Bolívar
Resumen
La medición de la calidad del servicio en la satisfacción del cliente en un banco es fundamental para identificar áreas de mejora, retener y fidelizar a los clientes, ser competitivo en el mercado, construir una imagen positiva y adaptarse a las necesidades del cliente. Adicionalmente proporciona información valiosa para implementar mejoras, fortalecer la relación con los clientes y ofrecer una experiencia de servicio excepcional. Si un banco no soluciona adecuadamente la atención al cliente, puede enfrentar una serie de consecuencias negativas, que incluyen la insatisfacción del cliente, la pérdida de clientes, el deterioro de la reputación, problemas legales y regulatorios, y costos financieros. Con base a lo anterior la presente investigación tuvo como objetivo general proponer modelo de medición de la calidad de servicio que incida en la satisfacción de los clientes con producto de microcrédito.
La relevancia de esta investigación en el aspecto teórico radica en que, a través de la exploración de teorías, será posible identificar los componentes que contribuyen a la percepción de calidad en el servicio. Esto a su vez propiciará la instauración de un servicio al cliente eficiente en una entidad bancaria, ya que los clientes necesitan confiar en la institución financiera con la que realizan transacciones y esperan recibir un servicio de alto calibre. Asimismo, hay varias razones por las cuales un servicio al cliente de calidad es fundamental. Por un lado, engendra fidelidad en los clientes, lo que resulta en su retención a largo plazo. Por otra parte, la calidad del servicio también ejerce influencia sobre la reputación del banco. Para esto se apoyó en un diseño metodológico bajo el paradigma interpretativo y un enfoque cualitativo, ambos fundamentados en reconocidos autores metodológicos y en cuanto al diseño de la investigación, se utilizó la revisión documental. A través de este análisis bibliográfico, se ha explorado en detalle el concepto de percepción de la calidad del servicio, sus componentes y las distintas metodologías y modelos que se han empleado en este contexto, lo anterior implica un análisis estructurado y minucioso de diversas fuentes de información secundaria, como libros, papers científicos, informes, tesis y documentos oficiales, con el propósito de adquirir datos pertinentes y significativos para una investigación específica. Según Arias, la revisión documental no se limita a la recopilación de datos, sino que conlleva una evaluación crítica de las fuentes consultadas. En el proceso de realizar esta revisión, el investigador debe valorar la fiabilidad, validez y pertinencia de los documentos, identificar las ideas y argumentos fundamentales, y sintetizar la información obtenida. Los resultados se encontraron que existen modelos de Calidad del servicio y de satisfacción del cliente (Servqual y Servperf) los cuales poseen enfoques que pueden aplicarse al servicio que ofrece un banco. Adicionalmente dentro de la literatura se encontró que se pueden adaptar modelos para medir la calidad y el servicio como lo son: Modelos de atributos de calidad, NPS (Net Promoter Score), Mystery Shopping y las encuestas de satisfacción del cliente, a cada una se le encontraron similitudes y diferencias. Ya por último se propone un instrumento el cual tuvo en cuenta los resultados que se encontraron para medir las diferentes dimensiones de calidad presentes en un banco.
Measuring the quality of service in customer satisfaction in a bank is essential to identify areas for improvement, retain and build customer loyalty, be competitive in the market, build a positive image and adapt to customer needs. Additionally, it provides valuable information to implement improvements, strengthen the relationship with customers and offer an exceptional service experience. If a bank fails to properly address customer support, it can face a number of negative consequences, including customer dissatisfaction, customer loss, reputational damage, legal and regulatory issues, and financial costs. Based on the above, the present investigation had the general objective of proposing a model for measuring the quality of service that affects customer satisfaction with a microcredit product. The relevance of this research in the theoretical aspect lies in the fact that, through the exploration of theories, it will be possible to identify the components that contribute to the perception of quality in the service. This in turn will lead to efficient customer service at a bank, as customers need to trust the financial institution with which they transact and expect to receive high caliber service. In addition, there are several reasons why quality customer service is essential. On the one hand, it engenders customer loyalty, which results in their long-term retention. On the other hand, the quality of the service also influences the reputation of the bank. For this, it was supported by a methodological design under the interpretative paradigm and a qualitative approach, both based on recognized methodological authors and in terms of the research design, the documentary review was used. Through this bibliographical analysis, the concept of perception of service quality, its components and the different methodologies and models that have been used in this context have been explored in detail. This implies a structured and detailed analysis of various sources of information. secondary information, such as books, scientific papers, reports, theses and official documents, with the purpose of acquiring relevant and significant data for a specific investigation. According to Arias, the documentary review is not limited to data collection, but involves a critical evaluation of the sources consulted. In the process of conducting this review, the researcher must assess the reliability, validity, and relevance of the documents, identify the key ideas and arguments, and synthesize the information obtained. The results found that there are models of service quality and customer satisfaction (Servqual and Servperf) which have approaches that can be applied to the service offered by a bank. Additionally, within the literature, it was found that models can be adapted to measure quality and service, such as: Quality attribute models, NPS (Net Promoter Score), Mystery Shopping and customer satisfaction surveys, each of which is They found similarities and differences. Finally, an instrument is proposed which took into account the results found to measure the different dimensions of quality present in a bank.
Measuring the quality of service in customer satisfaction in a bank is essential to identify areas for improvement, retain and build customer loyalty, be competitive in the market, build a positive image and adapt to customer needs. Additionally, it provides valuable information to implement improvements, strengthen the relationship with customers and offer an exceptional service experience. If a bank fails to properly address customer support, it can face a number of negative consequences, including customer dissatisfaction, customer loss, reputational damage, legal and regulatory issues, and financial costs. Based on the above, the present investigation had the general objective of proposing a model for measuring the quality of service that affects customer satisfaction with a microcredit product. The relevance of this research in the theoretical aspect lies in the fact that, through the exploration of theories, it will be possible to identify the components that contribute to the perception of quality in the service. This in turn will lead to efficient customer service at a bank, as customers need to trust the financial institution with which they transact and expect to receive high caliber service. In addition, there are several reasons why quality customer service is essential. On the one hand, it engenders customer loyalty, which results in their long-term retention. On the other hand, the quality of the service also influences the reputation of the bank. For this, it was supported by a methodological design under the interpretative paradigm and a qualitative approach, both based on recognized methodological authors and in terms of the research design, the documentary review was used. Through this bibliographical analysis, the concept of perception of service quality, its components and the different methodologies and models that have been used in this context have been explored in detail. This implies a structured and detailed analysis of various sources of information. secondary information, such as books, scientific papers, reports, theses and official documents, with the purpose of acquiring relevant and significant data for a specific investigation. According to Arias, the documentary review is not limited to data collection, but involves a critical evaluation of the sources consulted. In the process of conducting this review, the researcher must assess the reliability, validity, and relevance of the documents, identify the key ideas and arguments, and synthesize the information obtained. The results found that there are models of service quality and customer satisfaction (Servqual and Servperf) which have approaches that can be applied to the service offered by a bank. Additionally, within the literature, it was found that models can be adapted to measure quality and service, such as: Quality attribute models, NPS (Net Promoter Score), Mystery Shopping and customer satisfaction surveys, each of which is They found similarities and differences. Finally, an instrument is proposed which took into account the results found to measure the different dimensions of quality present in a bank.
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Palabras clave
Banco, Calidad, Eficiencia, Servicios, Satisfacción, Bank, Quality, Efficiency, Services, Satisfaction
