Análisis del servicio postventa en la agencia matriz de la empresa automotriz Induauto y propuesta de un plan de mejora del servicio.

Abstract

The purpose of this study is to apply corrective, preventive and improvement solutions to the after-sales service provided by Induauto's Main Agency, through an intervention proposal that strengthens the scope of the current service and increases the level of customer satisfaction. This action plan is based on a prior analysis of textual scientific notions of the project variable, which is after-sales, and interpretation of practical concepts at the national and international level. The field research is oriented in conducting a survey of 285 clients using the Servqual methodology and an interview with the Agency's After-Sales Manager. This previous diagnosis establishes a satisfactory scenario of 84.37% on the after-sales that the Main Agency is currently exercising and derives the intention of forming an action plan that proposes to improve the management of the service, through strategic guidelines around the parameters of the Servqual methodology, thus increasing the perception of customer expectations. The final interpretations of this research serve for future works that are developed in the ideologies: quality service, personalized attention and after-sales. It is highlighted that the project refers to a potential socio-economic contribution to the region, especially for the city of Guayaquil through the Induauto Company.