NÁLISIS DE LAS DIMENSIONES DE LA CALIDAD DE LOS PRODUCTOS O SERVICIOS QUE OFERTA LA TIENDA PAMELA

Abstract

The study focuses on improving the quality of customer service at Tienda Pamela, located in the Naranjalito community of Puerto Napo. The methodology included customer surveys, data analysis with graphs, and analyses based on comparing expectations and perceptions. As a starting point, the store's current situation was diagnosed through an interview and a SWOT analysis, identifying the store's main strengths and weaknesses. Subsequently, a quality control system aligned with ISO 9001:2000 requirements was designed, applying the SERVQUAL model, identifying gaps between customer expectations and perceptions in five key dimensions. The results showed significant gaps in the dimensions of tangibility and security (0.40), highlighting the need to optimize physical space and strengthen customer trust. The smallest gap was found in Empathy (0.2), indicating that staff show interest in the customer, but with opportunities for improvement. Based on these findings, a training plan was proposed focused on strengthening staff communication, improving the organization of the environment, and establishing safety protocols, ensuring a more reliable and satisfactory shopping experience. The implementation of these improvements will contribute to customer loyalty and strengthen the business's reputation in the community.