Modelo servqual para elevar la satisfacción de los clientes de la Cooperativa de Transportes Cta de la ciudad de Alausí, provincia de Chimborazo

Abstract

The present study entitled "SERVQUAL model to increase customer satisfaction of the CTA transport cooperative located in Alausi, Chimborazo Province" aimed to improve the currently dimensions of the service provided by the transport cooperative. For this investigation, a random probabilistic sampling was applied, always with a result of 369 surveys to be applied through the completion of a questionnaire that used the SERVQUAL methodology, where the quality dimensions that should be improved were determined, as well as how to evaluate and control the quality of service provided by the company. Once the market research was carried out, each of the gaps was analyzed and interpreted, addressing each one to its respective dimension, where final results were obtained such as: tangible elements (0.02), reliability (0.03), response capacity ( 0.05), security (-0.03) and empathy (-0.18). Results that indicated a low level of satisfaction, in addition, the analysis of the SWOT matrix was carried out, which allowed finding strategies that would be developed later on. Based on the degree research, the proposal contains strategies such as: Wi-Fi on buses, Adaptation of offices, Digital Marketing, Training on customer service, etc. With all the proposed strategies, the aim is to increase customer satisfaction, which is why it is recommended that the CTA Transport Cooperative execute the strategies proposed with a single purpose aimed at improving the level of customer satisfaction to generate value by demonstrating a higher level of trust and credibility.