Evaluación de la calidad del servicio en la Corporación Financiera Nacional B.P. Sucursal Riobamba: desde la perspectiva de la satisfacción percibida por los clientes.

Abstract

The present research work aims to determine the level of satisfaction of the clients of the national financial Corporation B.P. Riobamba Branch, from the scope of their perceptions; as well as designing, implementing and evaluating a Marketing Plan with strategies aimed at improving the perceived satisfaction with the quality of the service received. For this, a research of applied and descriptive type was developed, with longitudinal design and mixed approach; A questionnaire based on the Servperf model was applied, consisting of 21 questions including one of general satisfaction to a sample of 84 clients of the Branch. The information for the investigation was obtained directly from the customers of CFN B.P. Riobamba. The results obtained reflect important aspects that negatively influence the perception of satisfaction; among them image of both staff and offices, communication and customer follow-up, kindness, among others. Based on these results, a Marketing Plan was designed and partially implemented, which encompassed different strategies focused on customer service that contributes to improving the satisfaction of the institution's clients.