Neuromarketing para el análisis de percepción de la calidad del servicio en la Cooperativa Fernando Daquilema de la ciudad de Riobamba

Abstract

The objective of this research work was to carry out a Neuromarketing for the analysis of service quality perception in Fernando Daquilema cooperative of Riobamba city, with the purpose of establishing strategies based on neuromarketing to improve the quality of service. The methodology applied was of mixed type, with a correlational level of non-experimental and cross-sectional class. The SERVQUAL and VAK model was used as a study instrument, which guarantees that the quality management system is perfectly executed. A survey was addressed to 384 members; and the biometric research by means of Eye Tracking to determine the areas of interest of four photographs along with the respective fixation times: time of first fixation, duration of first fixation and total duration of fixations, using a corroboration survey of results to a sample of 10 individuals. In the same way, the scientific contribution was based on the verification of the hypothesis, in this case favorable, since it demonstrated a correlation and levels of significance between the variables, using Spearman's Rho test. According to the results, it was found that not all users are satisfied with the service offered by employees within the financial institution; however, approximately 25% indicated that they remain neutral. It is concluded that neuromarketing has an impact on the perception of service quality, establishing a proposal that strengthens the relationship between staff and user through neuromarketing strategies. It is recommended to apply the SERVQUAL and VAK model as a technique to measure the perception of service quality and the level of user satisfaction, because it completes a scheme that encompasses dimensions that help to efficiently measure service quality.