Estrategias de calidad en los negocios de alquiler de vehículos para optimizar el servicio al cliente.

Abstract

The purpose of this research was to design quality strategies to improve the customer service of Rent a Car Red Madrid S.A., a company dedicated to car rental. Through a quantitative approach of descriptive type, it was sought to collect and analyze variables that intervene in the service to the user that allows to obtain elements of judgment to fulfill the proposed purpose; the population was made up of 112 clients who attended to request the service between October and December 2018, from which a sample of 87 clients was selected by simple random sampling, to whom a survey of 25 items was applied, following the SERVPERF Model; a correlation analysis was performed to address the hypothesis and research question, in addition, a frequency analysis to measure the satisfaction of the service obtained; This instrument was validated with the Kaiser-Meyer-Olkin index and the Bartlett Sphericity Test. Thus, it was found that the company under study, although it has properly organized its resources and its members know their functions, needs to rethink actions and design positioning strategies, especially in unattended niches, in order to face the threat of new competitors and substitute products and the fight between current competitors; additionally, a statistically significant result of 99% was found in the hypothesis with Pearson's correlation r = 0.678 ** between quality of service and satisfaction which allows us to conclude that customers are satisfied with elements of security, responsiveness and reliability, with a certain level of dissatisfaction in tangible elements and empathy, information that served to design the proposed strategies.