Estrategia de fidelización de los clientes de telefonía móvil de la Corporación Nacional de Telecomunicaciones Regional 3 a través de la aplicación del modelo Servqual.

Abstract

The objective was to conduct the “Design of customer loyalty strategies for mobile telephony of the National Telecommunications Corporation (NTC E.P), Regional 3 through the application of the Servqual model". Within the organizational development, the "Quality of a Service" is the fundamental axis for companies since it determines the consumers' decisions, therefore, the service must be monitored and controlled, and revisions should focus on periodic monitoring of Human Talent because they are the foundation of business effectiveness and the main strategy to increase satisfaction levels. The NTC E.P. has developed mechanisms that allow being sure of the customer satisfaction, expanding the constant monitoring and redesign of strategies in the fixed telephony areas, offering coverage and adequate confidence that the service meets the quality requirements to satisfy customers. Within the services offered by NTC and through this study, it was possible to observe that mobile telephony needs to design and establish strategies that will serve customers; SERVQUAL was applied as a study instrument, which allows guaranteeing that the quality management system is executed perfectly. The surveys were applied to 382 customers from the four provinces of the Regional 3 and the measurement of results was given through the Likert scale. The results showed that customers, in general, are not sufficiently satisfied with the service received by the employees of the public company at the time of presenting their requirements; this problem is not necessarily due to the instrument used by the NTC E.P. Instead, customers are demanding more and more improvement in service and quality standards.