SERVICE QUALITY IN TOURIST ESTABLISHMENTS IN THE MONTÚFAR CANTON

Abstract

The objective of the research is to assess the quality of service in tourist establishments in the canton of Montúfar. The study employs the SERVQUAL model, using a quantitative approach and a descriptive and correlational research design. The essential dimensions of reliability, safety, empathy, responsiveness, and tangible elements, as outlined in the model, are analyzed. A total of 384 surveys were conducted, with 64 of them administered to tourists. The results indicated deficiencies in the areas of personalized attention, problem-solving skills, and tangible elements. The study indicates that the enhancement of service quality leads to notable benefits, including increased competitiveness, visitor loyalty, and economic development in the canton. Additionally, the results indicate a substantial negative discrepancy between tourists' expectations and their perceptions of service quality, particularly in the areas of empathy and responsiveness, which emerged as the most negative dimensions. It is recommended that strategies be implemented to manage complaints, administer satisfaction surveys, and establish stricter quality standards. In conclusion, the research indicates that the implementation of continuous improvement processes will enhance the tourist image of Montúfar, increase customer satisfaction, and promote sustainable development in the sector. The implementation of a plan based on the PHVA Deming (Plan, Do, Verify, Act) cycle is proposed as a strategy. This strategy will focus on the following areas: Capacity to serve personnel, implementation of customer service protocols, proper maintenance of facilities, and modernization of services.