Análisis de la percepción de la calidad de servicios de la empresa Segurillanta en la ciudad de Manta.

Abstract

The investigation seeks to promote the quality of the services and sales of automotive services provided by the company Segurillanta S.A. in the Manta canton, Manabí province. For this, the general objective was to determine the marketing strategies for automotive services provided by the company Segurillanta S.A. from the city of Manta for a commercial positioning that generates profitability. For this, the specific objectives were related to carrying out a situational analysis of the company, investigating the automotive services market in the province, formulating a marketing plan, and determining its financial viability. The methodology is combined between documentary and field. For this, the population is client of the company. The sample calculated at a 5% margin of error and 95% confidence amounts to 256 clients. The technique is the survey, the instrument is the questionnaire designed on a Likert scale under the Servperf service evaluation model. Additionally, 2 in-depth interviews were applied to illustrate the results of the survey. The result is a satisfaction rate above 91%, which is commendable. The main conclusions are: i) The situational analysis was carried out, resulting in the Segurillanta company being a leader in sales and services of the product line for tires, batteries and alignment and balancing services; ii) The automotive services market in Manabí is concentrated in six companies; iii) The marketing plan was formulated on the basis of an evaluation of the quality of the services and the components with the lowest scores that are tangible elements such as waiting room, internal signage, security aspects and supplier-customer communication.