Análisis del servicio de telefonía móvil y la fidelidad de los clientes en la ciudad de Guayaquil.

Abstract

The main objective of this research was to analyze the quality of customer service and consumer loyalty of the mobile phone service. In order to fulfill this objective, an in-depth review of the literature was carried out, where different theories were addressed, such as the Consumer Theory, or the dimensions that help determine the quality of the service (reliability, assurance, tangibles, responsiveness and empathy) and about consumer loyalty. In this sense, the percentage of satisfied people by dimensions was high. In this way, it could be seen that in the reliability dimension the percentage of satisfied was 64%, in the responsiveness dimension it was 80%, security was 79%, empathy was 79% and the tangibility dimension It was about 82%. In this context, the levels of loyalty towards the mobile telephone service in the city of Guayaquil were close to 58%. In short, applying the ServQual model, it was determined that respondents in the city of Guayaquil rated mobile phone companies neutrally in the reliability dimension, while in the dimensions security, tangibility, responsiveness and empathy, they scored them positively. In conclusion, it was observed that with the results obtained, about 53% of those surveyed are satisfied with their service. Furthermore, women in the age group of 50-59 years and who are CNT users showed the highest fidelity score. However, there were people with low satisfaction with the service, but with high loyalty, and people with high satisfaction, but low loyalty.