Análisis del servicio al cliente para el fortalecimiento de la imagen corporativa de Mutualista Pichincha, Agencia Riobamba.

Abstract

The present graduation work, theme: ”Analysis of customer service for the strengthening of the corporate image of Mutualista Pichincha, Agencia Riobamba ”, It aims to analyze the quality of customer service in order to obtain criteria on the perception of the market served by the entity in the locality. The research methods that were used were the deductive, inductive and analytical, through the application of research techniques such as the survey applied to internal clients (employees) and external clients (users in general), as well as the interview. The results of the investigation show levels of job satisfaction of 80% of the employees of the Agency, while the levels of satisfaction of external customers are also high and are at 85%. These results allow us to conclude that job satisfaction is directly proportional to the quality of service that employees give to the external customer. With the results presented, a set of continuous improvement strategies are proposed in order to improve the positioning and corporate image of Mutualista Pichincha in the city of Riobamba.