Índice de Recomendación Net Promoter Score (NPS) en laboratorios de inyección a diésel del cantón Quevedo

Andrea Mariel Malavé-Gómez; Víctor Fabricio Moreno-Riquero; Cristhian Andrés Moreno-Riquero; Sol David Lopezdominguez-Rivas

Autores/as

Malavé-Gómez Andrea Mariel Universidad Estatal de Milagro. Milagro, Ecuador. https://orcid.org/0009-0005-9847-7150
Moreno-Riquero Víctor Fabricio Universidad Estatal de Milagro. Milagro, Ecuador. https://orcid.org/0000-0002-1516-5823
Moreno-Riquero Cristhian Andrés Universidad Estatal de Milagro. Milagro, Ecuador. https://orcid.org/0000-0002-7207-0505
Lopezdominguez-Rivas Sol David Universidad de Guayaquil. Guayaquil, Ecuador. https://orcid.org/0000-0003-4951-9076

Palabras clave:

Satisfacción del cliente, Lealtad del consumidor, Calidad del servicio, Evaluación del rendimiento

Resumen

DOI: https://doi.org/10.46296/rc.v7i14.0303

Resumen

La investigación tuvo como objetivo general determinar el índice Net Promoter Score (NPS) en los laboratorios de inyección a diésel del cantón Quevedo, identificando los factores que influyen en la satisfacción y lealtad del cliente. El problema abordado se centró en la falta de información cuantitativa sobre la percepción de los clientes respecto a la calidad del servicio, el cumplimiento de expectativas y la disposición a recomendar, lo que afecta la sostenibilidad del sector. Se utilizó una metodología cuantitativa basada en encuestas estructuradas, con preguntas relacionadas con dimensiones clave del NPS como calidad técnica, tiempos de respuesta, percepción de valor y atención al cliente. Los datos fueron analizados mediante estadísticas descriptivas y correlacionales para identificar patrones y áreas de mejora. Los resultados mostraron que la rapidez en la atención y la percepción del costo fueron los aspectos mejor evaluados, mientras que la empatía del personal y la resolución de problemas presentaron índices bajos. El NPS general evidenció una posición moderada, pero con amplias oportunidades de mejora en áreas críticas. Se concluyó que, para mejorar la lealtad, es imprescindible optimizar procesos internos, capacitar al personal en habilidades blandas y comunicar mejor el valor agregado del servicio, fortaleciendo así la competitividad y sostenibilidad del sector.

Palabras claves: Satisfacción del cliente, Lealtad del consumidor, Calidad del servicio, Evaluación del rendimiento.

ABSTRACT

The research had the general objective of determining the Net Promoter Score (NPS) index in diesel injection laboratories in the Quevedo canton, identifying the factors that influence customer satisfaction and loyalty. The problem addressed focused on the lack of quantitative information on customer perception regarding service quality, compliance with expectations and willingness to recommend, which affects the sustainability of the sector. A quantitative methodology based on structured surveys was used, with questions related to key dimensions of the NPS such as technical quality, response times, perception of value and customer service. The data was analyzed using descriptive and correlational statistics to identify patterns and areas for improvement. The results showed that speed of service and perception of cost were the best evaluated aspects, while staff empathy and problem resolution had low rates. The overall NPS showed a moderate position, but with ample opportunities for improvement in critical areas. It was concluded that, to improve loyalty, it is essential to optimize internal processes, train staff in soft skills and better communicate the added value of the service, thus strengthening the competitiveness and sustainability of the sector.

Keywords: Customer satisfaction, Consumer loyalty, Service quality, Performance evaluation.

Información del manuscrito:
Fecha de recepción: 22 de abril de 2024.
Fecha de aceptación: 25 de junio de 2024.
Fecha de publicación: 10 de julio de 2024.

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