Propuesta de mejoramiento del proceso de atención al cliente en las principales franquicias farmacéuticas en la ciudad de Guayaquil.

Abstract

The titling work presented below was elaborated with the purpose of evaluating the quality of the service provided to clients in a sample of premises of the main pharmaceutical franchises in the city of Guayaquil and proposing improvement activities for the observations detected in the study. same. For the purposes of this research, specific objectives were established to systematically detect the aspects that should be improved according to the SERVQUAL model, the same one that was selected for being an effective method to measure the quality of customer service. The data obtained were the result of the application of surveys to different users who go to various franchised pharmacies in search of medicine and other products, as well as interviews with some employees of said premises, such as Cruz Azul, Community and Sana pharmacies. Fury. The comparison of the information obtained, allowed an analysis to establish the positive and negative aspects of the different dimensions that make up the selected model, the same ones that have to do with tangible aspects, reliability, responsiveness, empathy and security. Finally, through proposed activities, a proposal was made to improve the customer service process in the main pharmaceutical franchises in the city of Guayaquil in order to optimize their customer service processes to continue ensuring their stability in the competitive market.