Aplicación del modelo SERVQUAL para la evaluación y mejoramiento de la calidad de los servicios en la Cooperativa de Ahorro y Crédito Indigena SAC Ltda. de la ciudad de Ambato, provincia de Tungurahua

Abstract

The present research work called "Application of the SERVQUAL model for the evaluation and improvement of the quality of services in the Cooperativa de Ahorro y Crédito Indígena SAC Ltda. of the city of Ambato, Province of Tungurahua", in order to evaluate the services operation in the Institución. The research was conducted through a survey aimed at selected Cooperative members and officials based on minimum customer service requirements and requirements. With the results obtained it was possible to conclude that the clients are not satisfied enough with respect to the service delivered by the personnel and the company, in addition to analyzed the statistical results were established strategies of improvements of processes in the propositive section of the document in order to eliminate or reduce the levels of dissatisfaction within the company with the aim of achieving a quality service, in addition to continuous evaluations to the staff regarding customer service by applying short test directly and in this way establish a link between the institution and clients. It is recommended that the institution carry out training to all staff in terms of customer service in order to comply with the proposed model to achieve the objectives.