Análisis del impacto de la cultura organizacional en la calidad del servicio y satisfacción del cliente dentro de microempresas comercializadoras de repuestos automotrices, en la parroquia Calderón, norte de Quito, periodo 2024

Abstract

This research directly analyzes the impact of organizational culture on service quality of service and customer satisfaction in micro-enterprises selling automotive spare parts located in the Calderón parish, north of the city of Quito, during the period 2024, this study was developed using a quantitative approach, with a non-experimental cross-sectional design and a descriptivecorrelational scope, descriptive-correlational scope, using surveys directed at customers and managers of the selected micro-enterprises. The results show that organizational culture directly influences the perception of service quality and the level of customer satisfaction, strengths related to the friendliness of staff, customer orientation, and willingness to provide advice. However, significant weaknesses were also detected in aspects such as waiting time, transparency of information, availability of spare parts, and standardization of service processes. Similarly, gaps were found between the internal perception of managers and the actual experience of customers. The research leads to the conclusion that an organizational culture focused on service provision, based on the definition of institutional values, work environment, and the optimization of procedures, is a determining factor in understanding and working on customer service quality standards, increasing customer satisfaction levels, and strengthening the competitiveness of microenterprises in the automotive sector in the Calderón parish.