Calidad de servicio en el canal moderno del sector Mejoramiento del Hogar en la Región Lima
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Date
2020-12-07
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Publisher
Pontificia Universidad Católica del Perú
Abstract
El sector de mejoramiento del hogar en los últimos años ha mostrado un gran
crecimiento sustentado en la variedad y calidad de los productos que ofrecen a sus clientes;
impulsado por el incremento en la industria de construcción e inmobiliaria, generando así
una mayor demanda en el mercado y una necesidad de mejorar la experiencia de compra
para los clientes.
Por ello, el presente trabajo de investigación ha determinado las diferencias entre la
calidad de servicio percibida y las cinco dimensiones del modelo RSQSing en el canal
moderno del rubro mejoramiento del hogar en la ciudad de Lima, teniendo en cuenta las
características del perfil del cliente como la edad, género y frecuencia de compra. La
encuesta se realizó de manera virtual a una muestra representativa de 384 clientes de las
tiendas de Maestro, Sodimac, Promart y Cassinelli. Como resultado se tiene que existen
diferencias entre cuatro dimensiones del modelo y la calidad de servicio general percibida.
Con respecto a la variable género y grupo de edad se evidenció diferencias significativas
entre algunas de las dimensiones evaluadas, sin embargo, la frecuencia de compra no
presentó diferencias con ninguna de las dimensiones que conforman la calidad del servicio.
Es importante señalar que el modelo aplicado brinda herramientas que permiten a la
compañía gestionar y tomar decisiones que contribuyan a mejorar las relaciones con sus
clientes, socios, trabajadores y competidores, con la finalidad de obtener los mejores
resultados, cumplir con los objetivos propuestos y brindar a la compañía un valor agregado.
The home improvement sector in recent years has shown great growth based on the variety and quality of the products they offer to their clients; driven by the increase in the construction and real estate industry, thus generating greater market demand and a need to improve the shopping experience for customers. That’s why, the present research work has determined the relationship between the perceived quality of service and the five dimensions of the RSQSing model in the modern channel of the category of home improvement in the city of Lima, taking into account the characteristics of the client's profile as the age, gender and frequency of purchase. The survey was carried out virtually to a representative sample of 384 customers from the Maestro, Sodimac, Promart and Cassinelli stores. As a result, there is a relationship between four dimensions of the model and the perceived general quality of service, with respect to the variable gender and age group, the influence was evident in some of the dimensions evaluated, however, the frequency of purchase did not present significant differences with none of the dimensions that make up the quality of the service. It is important to note that the applied model provides tools that allow the company to manage and make decisions that contribute to improving relationships with its customers, partners, workers and competitors, in order to obtain the best results, meet the proposed objectives and provide to the company an added value
The home improvement sector in recent years has shown great growth based on the variety and quality of the products they offer to their clients; driven by the increase in the construction and real estate industry, thus generating greater market demand and a need to improve the shopping experience for customers. That’s why, the present research work has determined the relationship between the perceived quality of service and the five dimensions of the RSQSing model in the modern channel of the category of home improvement in the city of Lima, taking into account the characteristics of the client's profile as the age, gender and frequency of purchase. The survey was carried out virtually to a representative sample of 384 customers from the Maestro, Sodimac, Promart and Cassinelli stores. As a result, there is a relationship between four dimensions of the model and the perceived general quality of service, with respect to the variable gender and age group, the influence was evident in some of the dimensions evaluated, however, the frequency of purchase did not present significant differences with none of the dimensions that make up the quality of the service. It is important to note that the applied model provides tools that allow the company to manage and make decisions that contribute to improving relationships with its customers, partners, workers and competitors, in order to obtain the best results, meet the proposed objectives and provide to the company an added value
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Keywords
Calidad del servicio al cliente, Comportamiento del consumidor
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