Análisis de la calidad de servicio al cliente que se oferta en las agencias de registro civil de las ciudades de Riobamba, Ambato, Guaranda y Latacunga usando el modelo SERVQUAL.

Abstract

The research aims to analyze the quality of customer service offered at the agencies of Civil Registry of the cities of Riobamba, Ambato, Guaranda and Latacunga using the SERVQUAL model. Civil Registry has implemented big changes in recent years as regards infrastructure, technological innovation and human service, so it is necessary to visit each one of the offices and demonstrate their value of service to users. The quality service is an important part in the customer service, and all of the servers of the Civil Registry have to be involved for offering an effective attention to the customers and solve this problem. The study of the aspects related to the elements of the quality service and the Quality Management models, allowed to have a clear vision of all research. Neither environment variable was manipulated in this research work , and an analysis from the particular to the general was made of each one of the agencies of Civil Registry , it was also applied a survey to1.534 users of the different services offered by the Civil Registry in the four agencies, for which it was used a questionnaire with five response options, identifying the five dimensions of the quality of the SERVQUAL model that are: Tangible Elements, Service Presentation, Response Capacity, Security and Courtesy, using the correlation of variables of Spearman model to check the hypothesis, with which it was verified that the courtesy influences in a moderate way in the security of the service. The study concludes with the diagnosis of the quality service, showing that the office with the best quality service is Ambato followed by Guaranda, Latacunga and Riobamba, for which it is recommended to perform systematic analysis around checking the effectiveness of the suggested actions.