“La dimensión funcional del servicio y la satisfacción de los usuarios activos en la Cooperativa de Ahorro y Crédito 1 de Julio de la ciudad de Ambato”

Abstract

The Cooperativa de Ahorro y Crédito 1 de Julio located in the city of Ambato, offers savings and credit services, complying with the rules laid down in the Law of Popular Economy and Solidarity, and also qualified by the Superintendency of Popular Economy and Solidarity after the analysis of its financial statements, issues that generate a sense of security to users; but there has been a disagreement on the part of users to the manner and mode of service delivery, especially in tangible like the appearance of staff, facilities, equipment, etc.

It is for this reason that we have analyzed the functional dimension of the service, as it will allow us to identify the weaknesses of the institution from physical aspects, reliability, responsiveness, professionalism, courtesy, credibility, security, accessibility, Communication and Understanding user.

The investigation allowed us to know that the appearance of facilities, staff appearance is very important for users when evaluating the service; yet it was identified that this aspect is a weakness in the institution.

Thus, the proposal was based on the design of a corporate identity manual detailing where and standardize the use of the brand, the clothing of personnel, facilities signage, stationery system in the institution and as an additional promotional items.