Propuesta del modelo de gestión para mejorar la calidad del servicio de transporte de la operadora interprovincial Riobamba

Abstract

This research aimed to propose a management model to enhance the Riobamba interprovincial transportation operator quality service. The investigation started with a diagnosis of the current situation of the transport service provided by the Cooperative Transport through observation sheets, evaluating organizational management, financial aspects, support staff, and drivers, as well as the service provision of the 50 units forming the cooperative. Additionally, service quality was assessed using the SERVQUAL model, with a sample of 385 users surveyed about their expectations and perceptions of the service received. The surveys, comprising dimensions of tangibility, reliability, responsiveness, safety, and empathy, consisted of 22 items rated on the Likert scale. The findings revealed a lower and higher gap for the reliability criterion (-0.44) and safety (-0.84), respectively, with an overall negative gap (-0.62), suggesting that the service received does not exceed customer expectations. To demonstrate the reliability of the evaluation instrument, the Cronbach's alpha coefficient was determined. Based on the above, a management model was proposed to continuously measure and evaluate service quality (Deming Cycle) and thus ensure customer satisfaction. In the organizational area, a quality road safety policy was proposed. For financial management, the creation of a mobile application for online ticket purchases was suggested. For personnel management, the design of performance evaluation forms, strategic activities to optimize the work environment, design of informative posters, a complaints and suggestions box, training plans for drivers on risks and safe driving, and a vehicle maintenance plan were recommended.