Análisis de los factores que inciden sobre la satisfacción del cliente de servicios bancarios de la ciudad de Guayaquil.

Abstract

Due to the absence of methodologies that allow to examine the quality which the financial sector of Guayaquil provides its services, in this investigation is made an analysis of the factors that directly affect the satisfaction of the client of banking services in Guayaquil, with the purpose to identify those constructs with the highest incidence and at the same time establish a measurement tool. Initially, a thorough review of base theories such as SERVQUAL, SERVPERF and BankServ is carried out to develop a tool that allows the measurement of customer satisfaction, and through descriptive and correlational statistics, the data collected is analyzed. It is concluded that there are four factors that affect positively the satisfaction of the Guayaquil customers of banking services: quality of service, environment, accessibility and the financial factor.