Calidad percibida del servicio en las carreras de la Facultad de Ciencias Políticas y Administrativas de la Universidad Nacional de Chimborazo para mejorar la satisfacción del cliente externo, año 2021.

Abstract

The aim of this thesis is to measure the perceived quality of service in the careers of the Faculty of Political and Administrative Sciences of the Universidad Nacional de Chimborazo to improve external customer satisfaction. For this, non-experimental research was developed, with a cross-sectional design and a mixed approach; a questionnaire were adapted to the Service Performance model (SERVPERF) composed by twenty-nine items, grouped into five dimensions: Tangibility, Reliability, Responsiveness, Assurance and Empathy, and three questions related to the variable customer satisfaction; the instrument was applied to 330 students. The results obtained show deficiencies in the dimensions evaluated, being the Empathy dimension in general having the lowest score; also, through the analysis of Pearson's correlation coefficient and the multiple linear regression model it is shown that there is a directly proportional relationship between the variables perceived quality and customer satisfaction; and it is identified through the study of the importance of variables that the Empathy and Security dimensions are those that have the greatest influence on the customer satisfaction variable. Based on the results, a Marketing Plan proposal is structured with the objective of increasing the level of external customer satisfaction towards the service provided by the Faculty of Political and Administrative Sciences by 10% until 2024, through the approach strategies focused on the dimensions of Empathy and Security.