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La calidad en la atención y su efecto en la satisfacción del cliente de la cadena de farmacias franquiciadas Cruz Azul de la ciudad de Ambato.
(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Marketing y Gestión de Negocios., 2016-12) Caicedo Torres, Marlon Fernando; Ríos Lara, Geovanny Fabricio
The Cruz Azul Pharmacies in Ambato sells medicaments and related products retail. Its first franchised drugstores appeared in 2002 in the city. Its main objective is provide the best service to the customer. This research project is determined to diagnose the current state of customer satisfaction by searching for the dimensions of quality of the attention in the pharmacies. In firs instance, it will help us to develop a questionnaire. Then, it will serve for developing a service and customer support manual. The survey results demostrate that there is an average satisfaction. Customers are not fully satisfied , existing issues such as courtesy , kindness , interest in listening to customer requirements, the complete recipe, which haven´t been classified as fully satisfactory. It affects the quality of the attention because customer expectations aren´t fully covered. For this reason, it is proposed the creation of a service and customer support manual. It will allow, through guidelines and explanations, to show how to provide the service and attention. It will specify indexes and indicators of attention quality to achieve customer satisfaction.