The present investigation object of study to evaluate the analysis of the quality of the service was carried out a sample by means of surveys applied to internal clients to measure sales and customer service skills and external clients to measure satisfaction levels. The results in the analysis of both environments denoted that there is a staff that works without incentives and without knowledge of sales and the results in external clients confirmed their dissatisfaction with the services received by the commercial "Mi Tienda". The Fisher Matrix, based on its dimensions, allowed managers to be located in the very technical and not very warm quadrant, and the workers were located in the very warm and not very technical quadrant, denoting poor quality in the services that "My Store" provides.The attributes matrix was implemented to evaluate the purpose of identifying the causes of the deficiency in the satisfaction of external clients, obtaining as a result their levels of satisfaction. A strategic plan proposal was designed with a methodological structure and equipped with methods and tools that allow managers and sales staff to put it into practice and evaluate the results.
I NTR ODUCTION
This research is aimed at analyzing the quality of service and customer satisfaction of Comercial Mi Tienda; applying the knowledge acquired during the years of study in the marketing engineering career taking as a fundamental point that the modern market is highly competitive and innovative thanks to R&D (research and development), which has allowed large companies to place themselves in the best positions in your specific market niche.
Through the implementation of marketing strategies, organizations have managed to capture a part of the market segment to which they direct their products or services, reaching the consumer's mind through the application of different communication strategies; As mentioned above, companies in the modern market make large investments in R&D, which has allowed them to develop new products and services in line with the needs and desires of consumers. It is for this reason that a company that today markets goods and services has no idea what their customers want tends to disappear from the market.
It is recognized that the customer service environment is an important component of the marketing mix, which has allowed obtaining updated information on the development of activities within the company, making it easier to measure the productivity of employees and customers; seeking the total satisfaction of consumers is the mission of companies in the current market, which is why this research has focused on analyzing the quality of customer service in the “Mi Tienda” Commercial.
The right to an efficient customer service is an important element to prevent the business from losing customers, studies carried out by Verónica Pecero and Álvaro Mendoza show that 1% of customers who lose are dying, 3% are due to change at home, 5% is because they make friends with others, 9% is due to the low prices of the competition, 14% due to the poor quality of products and services, the other 68% due to the poor care provided by internal collaborators of the company such as: supervisors, managers, telephone operators, secretaries, among others, who have direct contact with clients. (Chacón, 2009)
Through this research, it has been possible to determine the degree of customer satisfaction, which in turn has allowed the corresponding analysis of quality in terms of customer service provided by the commercial my store; It should be emphasized that the results revealed in this study will serve to contribute to the development and improvement of the company.
The lack of good customer service affects the level of consumer satisfaction, which is why the object of the study carried out is quality of service, thus accessing the field analysis which would be reduced to the service provided to customers; therefore, the main objective of the research is to establish the main factors that affect consumer satisfaction with respect to the quality of the service received.
Within the investigated topic we find the independent variable which is the quality of the service and the dependent one which is satisfaction; referring to the first, the quality of service according to (Berry, 1994) is satisfaction, which is achieved when the expectations, wishes and / or perceptions of consumers are exceeded. Then the quality of the service can be defined as the qualitative improvement of the relationship that exists between the company and the clients, so that external collaborators are pleasantly surprised by the service provided.
Currently, quality in customer service plays a very important role within organizations, since it contributes to determining the position of the company in the long term; It is obvious that for customers to form a positive opinion, all their needs, expectations and desires must be satisfied. It is what has been called quality in service.
Development
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It is vitally important that a company has an organizational structure in order to grow, be profitable and most importantly, continue to compete within the market. The organizational structure helps entrepreneurs to identify the talent they need within their company. A well-structured planning ensure the achievement of the goals or objectives established annually for improvements and the well-being of the company.
It should be borne in mind that a structure is also important to determine and define the responsibilities of the organization's personnel, detailing the role of each worker and each job occupying a position in the company's organization chart.
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The following tabulation is the result obtained after having carried out the corresponding field study to analyze the quality of customer service provided by the staff of the Comercial "Mi Tienda", which carries out its commercial activities in the canton of San Vicente de la Manabi province. Taking the internal collaborators of the company as a population sample, making a self-assessment of their skills within their workplace. It is vitally important to provide quality care if you want to remain competitive within the market, as consumers are increasingly demanding and informed of their rights; that is why it is necessary to have a highly trained staff and an environment that is adequate to the expectations of the clients.It is for this reason that it has been chosen to analyze and evaluate the skills they have obtained as a result of carrying out their tasks.
Regarding the speed to attend clients, 44.4% of the respondents responded to the occasional parameter, 22.2% said that it was frequent, 11.1% always and the other 22.2% never. 33.3% of the respondents answered that they never anticipate when it comes to serving customers in their needs, 11.1% do so frequently, 44.4% answered occasionally and the remaining 11.1% stated that they always.
22.2% of the surveyed population answered that feedback is frequently applied to customers to improve the quality of the “Mi Tienda” Commercial service, 33.3% answered occasionally, 11.1% always and 33, 3% never answered. The highest percentage of respondents amounting to 44.4% responded to the occasional parameter about talks by the head of the company, in order to improve the relationship between internal and external customers, 11.1% always answered, 33.3% say never, 11.1% indicated frequent.
The frequency with which the boss is in the company, the surveyed population indicated; 33.3% said they are always there to greet, 11.1% never, 22.2% occasional and the other 33.3% answered frequently. 44.4% of the surveyed people indicated in the occasional parameter about the boss's commitment regarding the training of company personnel to provide quality service, 22.2% never indicated, 11.1% always and the another 22.2% answered frequently.
44.4% of the surveyed personnel indicated that they have never been to customer service training, 11.1% said frequently, 33.3% answered occasionally and the remaining 11.1% stated that they always did. Regarding whether employees are evaluated to measure their level of knowledge and skills, 55.6% of those surveyed answered never, 11.1% said they always, 22.2% indicated occasional, and the remaining 11.1% answered frequent.
The result obtained from the survey carried out, if there is any personal stimulus from the commercial my store for doing their jobs well; the majority, which amounts to 55.6%, affirmed that never, 22.2% indicated occasional, 11.1% always, and the remaining 11.1% answered frequently.
Reliability.
The reliability analysis allows evaluating the properties of the measurement scales that were used in the instrument (survey) and of the elements that make up the scales. This Reliability Analysis procedure calculated a number of commonly used scale reliability measures and also provided information on the relationships between individual elements of the scale.
The results were not the best due to the indecisions and the non-concentration of the clients when answering the questionnaire, although this result is not considered bad until 0.7, reliability can be considered to be good.
Fisher Matrix Results
Analysis and interpretation
By observing the results of the Fisher matrix, it was possible to analyze that the results obtained between the operational dimension and the relational dimension evaluating the employees and managers of the “Mi Tienda” Commercial, in which the quality of the service provided by the employees was It determines as very warm and not very technical, thus showing that it is necessary to improve the technical part and the performance of the company's internal collaborators, and the managers are left with a very technical and not very warm service, which shows the lack of interest. on their part in improving the work environment and therefore the service as added value for customers.
Phase II.
ANALYSIS TO EXTERNAL CLIENT
The following analysis was carried out through the application of surveys, in order to measure the degree of satisfaction of external customers; Below is the field study obtained with information provided by external collaborators of the Mi Tienda commercial.
According to the field study carried out, they show that 50% of them are not very satisfied with the speed in the attention of the company personnel, 23.3% dissatisfied, 20% satisfied and 6.7% very satisfied. Regarding the treatment of staff with customers, it can be clearly identified that 23.3% of the respondents are satisfied, 6.7% are very satisfied, 20% dissatisfied and the vast majority, corresponding to 50% of the population evaluated, are little satisfied.
In relation to the quality of customer service provided by the commercial “Mi Tienda”, it is observed that 43.3% of the respondents are not very satisfied, 26.7% dissatisfied, 23.3% satisfied and 6.7% satisfied with the attention received. 73.3% of the respondents that amount to the vast majority say that they are not very satisfied with the image of the commercial premises "Mi Tienda", 16.7% are dissatisfied, 6.7% satisfied and 3.3% are very satisfied.
10% of the respondents answered that they are very satisfied with the atmosphere of trust provided by the staff of the commercial my store, 13.3% said they were satisfied, 50% which is the majority are not very satisfied and 26.7% dissatisfied. Most of the respondents amounted to 56.7% agree that the staff working in the commercial my store are not trained to provide good service and are not very satisfied, 26.7% are dissatisfied, 13.3% are satisfied and 3.3% very satisfied.
53.3% of the respondents answered that they are not very satisfied because when purchasing the products they are not within their sight, 23.3% answered that they were dissatisfied, 20% satisfied and the other 3.3% said they were satisfied. The highest percentage of customers say they are satisfied with the prices of the products offered by the “Mi Tienda” Commercial, being 43.3% as a result, 6.7% being dissatisfied, 20% not very satisfied and the remaining 30% very satisfied.
36.7% of the clients affirm that they are satisfied with the prices of the products offered by the Comercial Mi Tienda in relation to those of the competition, 10% answered that they were dissatisfied, 30% very satisfied and 23.3% little satisfied. The results obtained reveal that 53.3% of the respondents are not very satisfied with the attention given by the Comercial “Mi Tienda” in relation to the competition, 13.3% satisfied, 20% satisfied and 13.3% satisfied.
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Due to the scale number used in this instrument, its validity was acceptable, statistically denoting that the instrument meets expectations and the reliability of responses from external clients, so the value of 0.874 denotes that the instrument used is reliable..
M
This matrix of attributes is implemented in order to identify the causes of the deficiency in the satisfaction of external clients and then issue a diagnosis of what external collaborators feel and perceive.
Source: Own elaboration
When observing the results shown in the attributes matrix, we will analyze the highest percentages obtained in the application of the same: in reliability it obtained 36.7% as good, speed of service 46.7% as bad, quality of the products 40% is good, the prices of the products 50% good, comfort of the installation 33.3% bad, the hours 43.3% good courtesy and friendliness is between 33.3% as bad and the 26.7% as good; With these results, we can determine that the problem lies in the poor care provided by the company personnel.
STRATEGIC PLAN TO IMPROVE THE EFFICIENCY INDICES OF THE STORE.
This structured with the definition of the objectives on which will be requirements to define the strategies to follow and of them the actions that allow to improve not only the services of the store but to continuously evaluate the behavior of the satisfaction of both external and external customers. internal through the use of techniques, methods or tools.
Source: Own elaboration
1 Eloy Alfaro Lay University of Manabí, Bahía de Caráquez Extension. Manabi Province. Ecuador.
2 Eloy Alfaro Lay University of Manabí, Bahía de Caráquez Extension. Manabi Province. Ecuador
CONCLUSIONS AND RECOMMENDATIONS
Conclusions
- A field investigation was carried out by means of a self-evaluation survey of internal clients, in order to analyze and evaluate the knowledge in sales techniques and quality of service that they provide to the clients of the commercial "My Store"; The results of this indicated that the employees lack this knowledge which is necessary for their work in the small business. The Fisher matrix was applied to carry out an analysis of the operational and relational dimensions of the small business; where it was obtained as a result that the quality of the service provided by the employees is warm and not very technical, which indicates that the employees are attentive but lack knowledge of sales technique.An analysis of the external clients was carried out by means of a survey to determine the degree of satisfaction they have regarding the quality of the service received, when purchasing the products offered by the commercial; results that show their low satisfaction. The attributes matrix was also used in order to evaluate and analyze the impact levels in the commercial; Through this tool, the result is shown that the problem lies in poor care.Through this tool, the result is shown that the problem lies in poor care.Through this tool, the result is shown that the problem lies in poor care.
recommendations
- Train internal customers of the commercial "My Store" in customer service and sales techniques, to improve their skills and achieve greater performance in their work, making the small company more competitive and more welcoming to the public. Continuously evaluate the employees of the commercial, by means of questionnaires focused on the escalation of their knowledge, which help determine the level of wisdom obtained through the training received.Hiring advice to improve the quality of service in general, allowing the small business improvements to the layout of the premises, the implementation of merchandising strategies, among others, that allow it greater competitiveness and, most importantly, achieve customer satisfaction by attracting a potential market.
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