CALIDAD DE SERVICIO DEL ÁREA ATENCIÓN AL CLIENTE Y SU INCIDENCIA EN LA SATISFACCIÓN DE CLIENTES DE ENTIDADES FINANCIERAS PRIVADAS DE LA CIUDAD DE GUAYAQUIL

Abstract

The globalized world is highly competitive due to technical scientific progress, the generation of virtual services has expanded a range of offers in the financial markets, so they open the client portfolio and take over the market, satisfying the population in general and improving your economic income through the injection of liquidity. The growth of competition has caused companies to take care more about giving the best to the customer, for this reason, customer service is paramount, because generally customers who feel satisfied with the service are more loyal to the service company and recommend to other people the services of the company, which ultimately impacts the financial profitability of the company. This research work analyzes the incidence of the perceived quality of the banking service in client satisfaction. The quality of the service is evaluated by the SERVPERF scale that analyzes the perceptions of the clients; while customer satisfaction is quantified by the summing model of "disconfirmation" proposed by Oliver (1980).