Evaluación de la calidad del servicio percibida en una entidad bancaria a través de la escala SERVQUAL.

Abstract

The quality in customer service represents a fundamental strategy in the commercial relations of any company. To achieve this quality, it is necessary to satisfy the expectations of the clients, a condition that is reached only when the perceptions regarding a service are surpassed by expectations. The present investigation was carried out in the Banco del Pacífico located in the central sector of the Milagro canton, with the purpose of evaluating the quality of customer service. The quality evaluation was carried out through the SERVQUAL method, with which the quality index and the corresponding dissatisfaction gaps were determined. It should be noted that the indicators evaluated were: tangible elements, reliability, responsiveness, security and empathy. These variables correspond to the five dimensions used in the SERVQUAL model. The evaluation was applied to a sample of 384 clients, the designed instrument was made up of 22 questions to measure perceptions and 22 questions for expectations. Among the main results obtained, is the profile of the informants and the service quality index, which was -1.65, which indicates that the expectations of the clients do not exceed the perceptions, so according to the SERVQUAL method, there is no quality in the service. Finally, a proposal is proposed for actions that aim to reduce the dissatisfaction gaps found for each variable.