La calidad de los servicios en la cooperativa de ahorro y crédito a través del modelo Servqual

Abstract

San Francisco saving and credit association is a financial institution made to offer financial services executed with quality, to benefit the welfare of our financial and non-financial partners, clients and the society over the last 25 years, in which time it has experienced starting phases and growth. Today it is facing a mature phase, therefore it is essential take strategic actions to maintain and improve in a successful way the image of the institution. It is for this reason that the present research has focused on conducting a broad analysis of the internal and external environment of the institution, in order to establish strategies to increase the number of customers and partners of COAC San Francisco through the development in the quality of the service through the SERVQUAL model. The information gathered by the research field applied to the clients and partners of the institution indicates that it is important to the correct aspects such as reliability (expectations) and empathy (perceptions) as an essential part of the improvement in the quality of service of the San Francisco COAC, since these are factors that most customers consider to be flaws which must be improved. Thus the results of the research directed us to identify the factors related to the poor performance of the application of the quality manuals in the service within the institution, therefore it is important to take corrective actions for the improvement of the weak points in the quality in the service through the application of the SERVQUAL model, with this we want to improve the participation of the association in the minds of future clients and partners through the recognition of the correct customer service.