Modelo SERVQUAL para evaluar la calidad en el servicio al cliente de empresa de autoservicio

Abstract

Quality in service can become, for many companies, the competitive distinction that allows them to maintain and consolidate in widely competitive markets, where customers are not very loyal to companies and brands and, sometimes, they only have one opportunity to conquer them therefore that measuring the quality of the service allows that opportunity to be successful. The objective of the research is to identify areas of opportunity in terms of the quality of customer service provided by the company under study, so that these aspects can be addressed and improved. To do this, the SERVQUAL model methodology is used, which allows evaluating service quality through five dimensions: tangible elements, reliability, responsiveness, security, and empathy, in order to demonstrate whether there is a positive relationship between the services provided and customer satisfaction. The model is applied to one of the branches of self-service companies, which is experiencing significant growth in the region, with a sample of 256 customers who come to purchase their products on a recurring basis. The results show that the tangible elements dimension is the one that has the greatest aspects of improvement and that it is an element that is in the hands of the entrepreneur to address immediately as it is a matter of physical infrastructure. Additionally, in the security dimension, the importance of the employee transmitting trust to customers stands out, this being an element that must be improved through training and raising awareness among collaborators. The application of the model can serve as guidance to decision makers in the formulation of relationship and customer service policies for self-service companies.