Modelo AHP para evaluar la calidad del servicio al cliente en los supermercados locales de la ciudad de Riobamba

Abstract

The lack of adequate customer service in Riobamba supermarkets has allowed the significant growth of national chains such as Tía, Supermaxi and Mi Comisariato in the city. This study aimed to evaluate the quality of customer service using the AHP methodology, in order to propose strategies that improve this service and encourage the growth of local supermarkets in the province of Chimborazo. The research employed a mixed, non-experimental and cross-sectional approach, combining inductive, deductive, analytical and synthetic methods. Bibliographic and field research was used, and for data collection surveys, interviews and observations were applied with tools such as questionnaires and interview guides. The results revealed that 48.5% of consumers prefer national chains for their purchases due to the accessibility of the products, while only 21.4% choose Álamo Supermarket, 17.3% Dicosavi Supermarket, 9.5% La Ibérica and 3.3% Ahí es Supermarket. As for the factors that influence the choice of national chains, it was highlighted that 55.8% of customers prefer them for efficient accessibility to products, followed by 24.4% who value customer service. The main conclusion is that the quality of customer service in local supermarkets is insufficient, which requires adequate training for staff and greater promotion of the sense of belonging to supermarkets by employees. The revised theories suggest that general and specialized training is fundamental for the development and progressive growth of companies.