El modelo SERVQUAL para medir la calidad del servicio en la Empresa FASTNET Cía. Ltda. ciudad de Riobamba

Abstract

The present study applied the Servqual Model to measure the quality of service in a company called Fastnet Cía. Ltda. located in Riobamba city, with the aim of improving its quality dimensions of the service. For this research, a simple random probability sampling was applied with a result of 297 current clients surveyed through the Servqual questionnaire to determine the quality dimensions that need to be improved, and also to evaluate and control the quality of service provided by the company. Once the market research was conducted, the gap analysis proceeded: tangible elements (-1.12); reliability (-0.56); response capacity (-0.44); security (-0.17); empathy (-0.14); results that showed a low level of dissatisfaction, where expectations exceeded perceptions. Furthermore, the SWOT analysis was conducted to obtain the strategies applied afterwards. Based on the research, the proposal contains service quality strategies such as: customer service policies, digital marketing strategy, training in Rapport PNL and other communication strategies integrated to service marketing to determine the quality of service. Therefore, Fastnet Cía. Ltda. is recommended to implement the proposed strategies with the aim of improving the quality of service in order to generate value in existing customers, and inspire confidence and credibility to potential customers.