Diagnóstico de la calidad de servicio al cliente y propuesta de un modelo de medición multivariante para supervivencia y fidelidad de los socios aplicado a la cooperativa de ahorro y crédito CREA Ltda

Abstract

The quality of customer service is a process that seeks to obtain total satisfaction of the user in both products and services, while creating a distinctive element that leads to a greater number of customers.

It is to be considered that the Financial System represents a performance that depends on variable aspects such as the perception of each individual and the particular characteristics of each product and service, which represents the difficulty of its study.

The objective of this thesis is to deepen the subject of customer satisfaction by applying the SERVQUAL model, in order to externalize a favorable instrument associated to multivariate techniques that allow quantify the satisfaction and the impact that can have on the quality of a service for the Cooperativa de Ahorro y Crédito CREA Ltda.

Based on results, proposals are established for the factors that present failures based on the results obtained in the analysis carried out. Thus, the theoretical bases and the mathematical and statistical support that support the development of the present study are also detailed.