Análisis de la calidad del servicio y satisfacción del cliente en los supermercados de Guayaquil

Abstract

The objective of this research was to analyze the quality of service and customer satisfaction in supermarkets in Guayaquil. A total of 384 people were surveyed to identify consumer expectations and perceptions of the service. The results showed that the quality of the service, the efficiency in the purchase and the cleanliness of the premises are important aspects for the customers. Despite the fact that customers go to supermarkets mainly for these reasons, differences were found between consumer expectations and the perception of the service. The research concludes that improving service quality and customer satisfaction can strengthen the position of supermarkets in the market, and strategies are proposed to achieve this.