El efecto de la situación de uso sobre la forma en la que los consumidores evalúan la calidad del servicio en supermercados de la ciudad de Cuenca. Caso de estudio: Supermaxi y Super Akí

Abstract

Consumers are evolving day by day. They ́re constantly getting more information about the enterprises, which leads them to be more selective, and be more attentive to the latest innovations about some products and services. According to Bravo (2021), consumers are no longer using some services only form necessity, but they ́re tending to appreciate the experiences, same that are modified depending on the situation that they are using the service. This investigation, has as an objective to determine the effect of the situation about the way in which the consumers evaluate the quality of service in supermarkets. With this end, it ́s been used a mixes methodological design, applying a quantitative instrument (questionnaire with Likert type staggering) and a qualitative technique (focal groups) to both supermarket ́s costumers. This method allows us to build an ordinal logistic regression model that identifies the founding elements that permit a quality evaluation. For this, it ́s been taken into account a random sample in each supermarket, being these of 138 costumers for Supermaxi and 137 costumers for Super Aki. The results that were obtained indicate that the visiting situation to each supermarket not only modifies the service quality evaluation, but it also influences in the elements of the molecular model. Besides, it ́s also been determined that the top services of each supermarket have a minor probability of upgrade the service evaluation, compared to de added value services. Finally, it ́s been proposed some orientations to empower the service quality in the supermarkets that have been part of this particular case of study.