Percepción de los clientes sobre la calidad del servicio: un estudio empírico

Service Quality is evaluated in the interaction between customers and the company; it is considered long-term as opposed to satisfaction in the short-term. The objective was to analyze the perceptions of clients about the quality of the service provided by a company in Cuenca; and identify gaps that exist between service attributes. SERVQUAL model was used as reference where the validation of service attributes in the organization was carried out and it was developed through surveys towards a representative sample of 401 customers. The questionnaire was of 10 items adapted to the company value proposal. The research findings show that three of the attributes presented a considerable margin of gaps, such as speed of service, communication, and product/price ratio; Improvement activities could focus on these attributes for better customer valuation and improve the company's competitiveness.