Gestión de calidad en el servicio al cliente caso: terminal terrestre Anselmo Vera de Bahía de Caráquez.

Abstract

Quality management in customer service is essential regardless of its size, the main purpose is to ensure customer satisfaction from the first contact and maintain a positive long-term relationship. Therefore, it has undergone a transformation in recent times driven by technological innovation. The objective of this research is to analyze the influence of quality management on customer service at the Anselmo Vera Salavarría land terminal located in Bahía de Caráquez, cantonal capital of Sucre. The study had a quantitative approach using descriptive statistics to evaluate the perception of 71 terminal users, randomly selected from a population of 1,400 daily users. A structured survey was applied to them with a Likert scale to measure the degree of satisfaction. The data was analyzed in SPSS 29 software and the reliability of the questionnaire was verified with Cronbach's Alpha. As a result, it was found that quality management is key to improving customer service and promoting satisfaction, highlighting the need to implement solutions to the problems identified at the Anselmo Vera Salavarria land terminal in Bahía de Caráquez. In addition, several challenges have been detected at the terminal that affect the quality of service, including issues related to: infrastructure, security, maintenance, passenger flow management, technology, information system, training and hygiene. However, to face these challenges, staff must be continuously trained and feedback and constant improvement systems must be established to resolve complaints and optimize service, so cultivating a culture of quality is essential for decision-making.