Incidencia de la calidad del servicio en la satisfacción de los usuarios de las instituciones financieras de la ciudad de Guayaquil.

Abstract

Currenly, customers are increasingly demanding and that is why their satisfaction is an important point and it is quite difficult to achieve. The growth of competition has caused companies to be more concerned with their customer in order to retain them. Providing an excellent quality of service is a challenge for private financial institutions because they not only need to offer good service but must inspire confidence and speed when solving customer needs; That is why this research was proposed to analyze the impact of service quality on the satisfaction of users of financial institutions in the city of Guayaquil. The research was developed with a descriptive-correlational design with a quantitative approach, using the SERVPERF model as a measurement instrument, which is recognized and validated by previous research in analyzing the quality of the service; in addition to the summation model of "nonconformities", which was used to analyze customer satisfaction. Based on the analysis of the extracted data, it is concluded that the factor that most influences user satisfaction is empathy, and the factor that least affects the security of the financial institution.