Propuesta de modelo de medición de la calidad del servicio y la satisfacción del cliente del centro comercial la estrella®
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Fecha
2024
Autores
Uribe Moreno, Liliana Rocio
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
El presente estudio, de propuesta de modelo de medición de la calidad del servicio y la satisfacción
del cliente del Centro Comercial la Estrella, se realizó con diseño No experimental, de tipo
descriptivo con enfoque cualitativo. La muestra estuvo constituida por 82 personas de una
población de 103 usuarios conformado por locatarios y administrativos del centro comercial. Se
empleó como técnica de investigación la encuesta y como instrumento el cuestionario
SERVQUAL con seis dimensiones: Capacidad de respuesta, Cumplimiento de promesa, Actitud
de servicio, Competencia personal, Empatía y Comunicación. A partir del análisis de los resultados
de la medición, se concluyó en general, los clientes tienen una percepción positiva sobre la calidad
del servicio, la mayoría de los encuestados expresaron satisfacción con la atención recibida y la
eficacia de la administración, se destacan aspectos positivos como la amabilidad del personal, la
eficiencia en la gestión administrativa y la comunicación efectiva; sin embargo, se identificaron
áreas de mejora, como la necesidad de implementar un buzón de sugerencias y quejas, mejorar la
atención al cliente, especialmente en la resolución rápida de problemas, Se recomendó establecer
un sistema tanto físico como virtual para que los clientes puedan expresar sus opiniones y
sugerencias de manera confidencial y recibir una respuesta oportuna por parte de la administración,
asi como capacitar al personal para mejorar la atención al cliente, fomentar la amabilidad y la
resolución rápida de problemas con el fin de fortalecer la relación con los clientes y asegurar su
lealtad y satisfacción a largo plazo.
This study, a proposal for a model to measure the quality of service and customer satisfaction at the La Estrella Shopping Mall, was carried out with a non-experimental design, descriptive with a qualitative approach. The sample consisted of 82 people out of a population of 103 people made up of tenants and administrative staff of the shopping center. The survey was used as a research technique and the SERVQUAL questionnaire with six dimensions was used as an instrument: Responsiveness, Promise Keeping, Service Attitude, Personal Competence, Empathy and Communication. From the analysis of the measurement results it was concluded that, in general, the clients have a positive perception of the quality of the service, most of the respondents 5 expressed satisfaction with the attention received and the efficiency of the administration, positive aspects such as the friendliness of the personnel, efficiency in the administrative management and effective communication stand out; However, areas for improvement were identified, such as the need to implement a suggestions and complaints mailbox, improve customer service, especially in the rapid resolution of problems. It was recommended that a physical and virtual system be established so that clients can express their opinions and suggestions confidentially and receive a timely response from management, as well as train staff to improve customer service, encourage friendliness and rapid resolution of problems in order to strengthen the relationship with clients and ensure their loyalty and satisfaction in the long term
This study, a proposal for a model to measure the quality of service and customer satisfaction at the La Estrella Shopping Mall, was carried out with a non-experimental design, descriptive with a qualitative approach. The sample consisted of 82 people out of a population of 103 people made up of tenants and administrative staff of the shopping center. The survey was used as a research technique and the SERVQUAL questionnaire with six dimensions was used as an instrument: Responsiveness, Promise Keeping, Service Attitude, Personal Competence, Empathy and Communication. From the analysis of the measurement results it was concluded that, in general, the clients have a positive perception of the quality of the service, most of the respondents 5 expressed satisfaction with the attention received and the efficiency of the administration, positive aspects such as the friendliness of the personnel, efficiency in the administrative management and effective communication stand out; However, areas for improvement were identified, such as the need to implement a suggestions and complaints mailbox, improve customer service, especially in the rapid resolution of problems. It was recommended that a physical and virtual system be established so that clients can express their opinions and suggestions confidentially and receive a timely response from management, as well as train staff to improve customer service, encourage friendliness and rapid resolution of problems in order to strengthen the relationship with clients and ensure their loyalty and satisfaction in the long term
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Palabras clave
Calidad del servicio, Satisfacción, Cliente, Servqual, Centro comercial, Service quality, Satisfaction, Customer, Servqual, Shopping mall
