Publication: EVALUACIÓN DE LA SATISFACCIÓN DE CLIENTES Y PROPUESTA DE ACCIONES PARA EL MEJORAMIENTO DE SERVICIO PARA EMPRESA PRESTADORA DE SERVICIOS FUNERALES EN LA CIUDAD DE GUAYAQUIL, CASO DE ESTUDIO: SERVICIOS NACIONALES GUAYAS SERVINACIONAL C.LTDA.
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Date
2016-10
Authors
JÁCOME ECHEVERRÍA, CAROLA ELIZABETH
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Abstract
La industria de prestación de servicios funerarios en la ciudad de Guayaquil, está
conformada en su mayoría por funerarias particulares o personas naturales que a
título personal, han encaminado sus esfuerzos en brindar este tipo de servicio a
los usuarios, sin contar con estructuras internas organizacionales ni medidas de
dirección o control; motivo por el cual, son catalogadas como informales.
Dicha informalidad, se ve reflejada en las quejas constantes de los clientes,
producto de una mala atención y un servicio poco profesional, donde en la
búsqueda de obtener ayuda para la emergencia familiar que se les presenta
inesperadamente, se ven forzados a optar por un servicio poco reconocido, a
precios que no corresponden a la calidad recibida.
La empresa caso de estudio, se encuentra dentro del sector funerario y resulta
relevante identificar el nivel de satisfacción de los clientes atendidos frente a las
expectativas iniciales que aquellos asesores de ventas o la compañía en general
ha generado en ellos, donde se podrá identificar falencias en los procesos
administrativos, operacional y de atención a los usuarios. Por lo cual, se optó por
medir la satisfacción de clientes por medio de la metodología SERVQUAL, la cual
identifica la diferencia entre lo que el cliente espera de la organización y lo que
logra percibir de ella, utilizando un cuestionario que evalúa la calidad de servicio a
lo largo de cinco dimensiones: elementos tangibles, confiabilidad, capacidad de
respuesta, seguridad y empatía.
El desarrollo del caso de estudio, se dio inicio con una investigación del entorno y
los antecedentes de la empresa, con el fin de adaptar las 22 declaraciones con las
que cuenta el cuestionario, para su posterior implementación y análisis; no sin
antes realizar las respectivas pruebas de validación del instrumento.
Se encuestó a 635 personas, pertenecientes a la población de servicios funerales
entregados durante el año 2015, base de datos proporcionada por la empresa caso de estudio. Aquellas personas fueron identificadas como el familiar que tuvo
mayor contacto con la empresa, a los cuales se encuesto en su totalidad vía
telefónica.
De las respuestas obtenidas por los clientes se procedió a calcular las brechas o
deficiencias en cada una de las preguntas realizadas, mediante el cálculo de
diferencias entre el valor esperado menos el valor percibido por el cliente.
Basado en las situaciones analizadas, se describen estrategias a ser consideradas
no tan solo por la empresa caso de estudio, sino también por todas las entidades
que busquen enfocar sus esfuerzos hacia la satisfacción del cliente, ya sea a
través de productos o servicios, y mediante la utilización de la herramienta
SERVQUAL.
Entre las estrategias recomendadas se encuentra la aplicación de técnica CRM o
Gestión de relaciones con los clientes, aplicación de técnica RFM, establecer un
sistema continuo de retroalimentación, establecer nuevos indicadores de gestión y
establecer una declaración de Customer Experience.
Por lo cual, la presente investigación lleva a concluir que es de gran importancia
evaluar y entender quiénes son los clientes actuales y cuáles pueden ser los
potenciales, donde se encuentran, como se comportan, quienes son los familiares
que se hacen cargo de los requerimientos de un funeral, cuál es el precio que
están dispuestos a pagar, conocer lo que valora el público, que se siente
satisfecho pagando por el servicio, ya que la variable que podría cambiar la
relación con los familiares, no es el aumento de precio o valor monetario del
servicio sino es la parte emocional involucrada.
Industry provision of funeral services in Guayaquil city, is in charge of mostly by private funeral or individuals who in their personal capacity, have focused their efforts on providing this type of service to users, without organizational structures or direction or control measures; why, they are classified as informal. Such informality is reflected in the constant complaints from customers, product of poor care and unprofessional service, where in seeking help for family emergency presented to them unexpectedly, they are forced to opt for a service little recognized, at prices that do not correspond to the quality received. The company case study, is within the funeral industry and is relevant to identify the level of satisfaction of customers served against initial expectations that those sales consultants or the company in general has generated in them, where you can identify gaps in administrative, operational and user service processes. Therefore, we chose to measure customer satisfaction through the SERVQUAL methodology, which identifies the difference between what the customer expects from the organization and what it is able to perceive it, using a questionnaire that evaluates the quality of service along five dimensions: tangibles, reliability, responsiveness, assurance and empathy. The development of the case study was initiated with an investigation of the environment and history of the company, in order to adapt the 22 statements that comprise the questionnaire for further implementation and analysis; not without first performing the respective instrument validation tests. 635 people belonging to the population of funeral services delivered during 2015 database provided by the company case study were surveyed. Those were identified as the family that had the most contact with the company, which was fully surveyed by telephone. From the answers given by customers we proceeded to calculate gaps or deficiencies in each of the questions, by calculating differences between the expected value minus the value perceived by the customer. Based on the analyzed situations, they describe strategies to be considered not only by the company case study, but also by all entities seeking to focus its efforts on customer satisfaction, both through products or services, and by SERVQUAL using the tool. Among the recommended strategies is the application of CRM, technical RFM application, establish a continuous feedback system, set new performance indicators and establish a statement of Customer Experience. Therefore, this research leads to the conclusion that it is very important to evaluate and understand who current customers are and what might be the potential, where they are, how they behave, who are the relatives who take care of the requirements of a funeral, what is the price they are willing to pay, know what values the public, who feel satisfied paying for the service, because the variable that could change the relationship with relatives, is not increasing price or value service money but the emotional part is involved.
Industry provision of funeral services in Guayaquil city, is in charge of mostly by private funeral or individuals who in their personal capacity, have focused their efforts on providing this type of service to users, without organizational structures or direction or control measures; why, they are classified as informal. Such informality is reflected in the constant complaints from customers, product of poor care and unprofessional service, where in seeking help for family emergency presented to them unexpectedly, they are forced to opt for a service little recognized, at prices that do not correspond to the quality received. The company case study, is within the funeral industry and is relevant to identify the level of satisfaction of customers served against initial expectations that those sales consultants or the company in general has generated in them, where you can identify gaps in administrative, operational and user service processes. Therefore, we chose to measure customer satisfaction through the SERVQUAL methodology, which identifies the difference between what the customer expects from the organization and what it is able to perceive it, using a questionnaire that evaluates the quality of service along five dimensions: tangibles, reliability, responsiveness, assurance and empathy. The development of the case study was initiated with an investigation of the environment and history of the company, in order to adapt the 22 statements that comprise the questionnaire for further implementation and analysis; not without first performing the respective instrument validation tests. 635 people belonging to the population of funeral services delivered during 2015 database provided by the company case study were surveyed. Those were identified as the family that had the most contact with the company, which was fully surveyed by telephone. From the answers given by customers we proceeded to calculate gaps or deficiencies in each of the questions, by calculating differences between the expected value minus the value perceived by the customer. Based on the analyzed situations, they describe strategies to be considered not only by the company case study, but also by all entities seeking to focus its efforts on customer satisfaction, both through products or services, and by SERVQUAL using the tool. Among the recommended strategies is the application of CRM, technical RFM application, establish a continuous feedback system, set new performance indicators and establish a statement of Customer Experience. Therefore, this research leads to the conclusion that it is very important to evaluate and understand who current customers are and what might be the potential, where they are, how they behave, who are the relatives who take care of the requirements of a funeral, what is the price they are willing to pay, know what values the public, who feel satisfied paying for the service, because the variable that could change the relationship with relatives, is not increasing price or value service money but the emotional part is involved.
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Keywords
SATISFACCIÓN