Análisis de la calidad del servicio al cliente en el sector de telecomunicaciones de Guayaquil.

Abstract

This research is based on the analysis of the quality of service in relation to customer satisfaction in the 3 main telecommunications service companies in the city of Guayaquil, which are CNT, Claro, and Movistar. This study is quantitative-descriptive correlational. Where its main objective is to investigate the impact of the dimensions of service quality (tangibility, reliability, responsiveness, security, and empathy) on customer satisfaction with the telecommunications service using the SERVQUAL model. On the other hand, the specific objectives consist of reviewing the literature in relation to the quality of service and customer satisfaction, then developing the methodology through a tool for measuring satisfaction with the quality of customer service and finally, analyze the results and propose a plan to improve customer service. To carry out the methodology, surveys were carried out on 385 users through digital platforms and telephone calls. This survey is made up of 22 questions distributed according to the SERVQUAL model made up of 5 dimensions which were described above. The analysis of the results obtained pointed out the importance of providing a quality customer service, to achieve their satisfaction, whose benefits for the company, translate into loyalty and attracting new customers, in such a way that it becomes a marketing strategy that contributes to obtaining better results. According to the study of the problem and its analysis, a proposal for a customer service guide was mainly recommended and proposed, with strategies for service executives, whose function is to ensure that the client perceives a quality service.