Factores que inciden en la satisfacción del cliente de usuarios del taller de Servicio Automotriz de Automotores Continental en la ciudad de Guayaquil.

Abstract

This work of research aims to identify the factors that affect customer satisfaction in the service workshops of Automotores Continental, a Chevrolet brand dealer with a presence in the city of Guayaquil, for which the Servqual model was applied, a great tool used by companies that seek to survive in highly competitive environments, where the Service translates into generating benefits that produce user satisfaction. The Servqual model assesses the quality of service through five dimensions which are tangibility, reliability, responsiveness, security and empathy. Each of these dimensions is composed of several factors that comprise a questionnaire of 22 questions where, through a numerical scale, the client shows his level of expectation for each question. At the same time, within the same factors that make up the aforementioned dimensions, the level of perceptions about the service received is measured. This quantitative research was carried out with 238 clients, who through electronic channels were asked to respond to surveys of expectations and perceptions, consisting of 22 questions each. The results of this exploration showed that there are important deficiencies between the expectations and perceptions of the service received, the most important being the gaps in the dimensions of response capacity and security, among other aspects that stand out such as lack of communication with the client, long waiting times and quality of the work carried out. However, it can be concluded that the acceptance levels of the dealer are very good since the gaps between expectation and perceptions in the different dimensions are less than 0.5 points on the Likert scale.