Evaluación del nivel de satisfacción del cliente y factores críticos de la atención en la agencia matriz de una institución financiera en la ciudad de Cuenca, período 2013-2018

Abstract

Success Bank is a solid and prestigious institution both in the city and in the country, ranking among the most important for the acceptance and welcome of its customers.

In view of this, arises the initiative to do a research study to determine the level of satisfaction in the care and service they receive everyday Success Bank customers as well as the critical factors that make the service acceptable, good or excellent.

Having applied the proposed methodology for this study it is determined that the service provided by Success Bank is below the acceptance levels, it means that it does not reach 90% of satisfied customers. That is true that this result leads to a series of negative and destructive factors but also leads to another test, how can we improve?

To Success Bank authorities involved with customer satisfaction and high yields could be obtained was proposed improvement plan that has collected on two main strategies such as the implementation of a plan of motivation and the implementation of a plan of re-induction.

The objective of these strategies is to achieve excellence with 100% customer satisfaction.