EVALUACIÓN DE LA RELACIÓN ENTRE LA CALIDAD DEL SERVICIO PERCIBIDA Y LA SATISFACCIÓN DEL CLIENTE EN LAS CADENAS DE SUPERMERCADOS DEL CANTÓN SAMBORONDÓN

Abstract

The main objective of this article is to evaluate the relationship between the perception of the quality of the service and the satisfaction of customers for the service received in the supermarkets of the Samborondón canton, which was carried out with a non-experimental quantitative research of crosssection with a correlation scope applying the SERVQUAL measurement method, where it was evaluated through a survey composed of 22 questions, having as main variables reliability, responsiveness, empathy, security and intangibility, the sample was 392 clients, in which it was determined that the gender is related to the satisfaction of the service and that the Sperman correlation indexes are p-value <0.05, therefore, it was confirmed that all variables of the SERVQUAL model are related to satisfaction of the client, being the responsiveness and empathy the factors with the highest positive relationship a towards customer satisfaction. Therefore, it is very important for the sound decision making to improve the management and supervision of the supermarket in order to attract new customers and maintain the loyalty of the current ones