Incidencia de la calidad de servicio en la satisfacción de los consumidores en las cafeterías del aeropuerto José Joaquín de Olmedo de la ciudad de Guayaquil.

Abstract

The quality of service is a multidimensional concept that has been approached through various studies. This variable has been studied in conjunction with customer satisfaction, which is defined as the fulfillment of expectations, measured through their perceptions. The general objective of this research work was to determine the relationship of service quality with consumer satisfaction in the cafeterias of the José Joaquín de Olmedo Airport in the city of Guayaquil, through a field investigation for the design of strategies for improving customer service. The research methodology consisted of a non-experimental, cross-sectional design, deductive method with a quantitative approach, whose technique was the SERVQUAL model survey. The scope of the work was descriptive-correlational, with an investigation carried out on a sample of 384 people who represent a population of 290,000 customers served during 2019 in the three coffee shops under study. The dimensions with the greatest problems were tangible elements, responsiveness and empathy. In general, dissatisfaction with the service was identified. The proposal focused on improving customer service, creating a function manual, training plan and actions to improve tangible elements. It is concluded that the quality of the service provided by the three analyzed cafeterias at the José Joaquín de Olmedo airport positively affects consumer satisfaction, with a Pearson correlation coefficient of 0.928.