ANÁLISIS DE LAS DIMENSIONES DE LA CALIDAD DE SERVICIO QUE OFRECE LA EMPESA “KANDO SHOES” DE LA CIUDAD DE TENA, PROVINCIA DE NAPO.

Abstract

In an increasingly competitive market, service quality has become a key factor for business success. This study analyzes the dimensions of service quality offered by KANDO SHOES, a company dedicated to the manufacture and sale of footwear in the city of Tena, Napo province, Ecuador. The main objective was to evaluate customer expectations and perceptions using the SERVQUAL model, identifying strengths and areas for improvement in five dimensions: tangibility, reliability, responsiveness, empathy and security. The methodology employed integrated a mixed approach, combining qualitative and quantitative data. A SWOT analysis was conducted to assess the company's current situation and a survey was applied to 379 clients to measure their perception of the service. Based on the findings, specific strategies were proposed to optimize service quality, such as implementing staff training, improving communication channels and developing a proactive after-sales service. These actions seek to strengthen the relationship with customers, build customer loyalty and position KANDO SHOES as a benchmark in the footwear sector.