Aplicación del modelo SERVQUAL para determinar la satisfacción del cliente en la Cooperativa de Ahorro y Crédito Indígena SAC, sucursal Riobamba periodo 2017-2018

Abstract

The objective of this research was to apply the SERVQUAL model to determine the customer satisfaction in the Savings and Indigenous Credit Union SAC, in order to quantify customer satisfaction, that is, the difference between the perceived value of the service and the general expectations prior to its provision, The SERVQUAL model was applied as a study instrument, which allows to guarantee that the quality management system is executed perfectly, the surveys were used to 302 members of the city of Riobamba and the measurement of results was given through the Likert scale. The existing gaps showed that the members are not sufficiently satisfied with the service received by the employees of the financial institution at the time of presenting their requirements, resulting the highest gaps in the empathy dimension with 1.60 and response capacity with 1.57. Strategies are proposed according to the results that aim to reduce the existing gaps, the findings of the dimensions of service quality were taken as reference to raise the proposal. It is recommended to systematize an evaluation of the service quality, adapting the variables according to the specifications of the Cooperative, contrasting the results obtained in the investigations with the other cooperatives of the province, and it is suggested that periodic evaluations are made with the same tool proposed to analyze the results within each department.