Calidad del servicio en el Gobierno Autónomo Descentralizado del Cantón San Miguel de Bolívar, para fortalecer su imagen Institucional.

Abstract

The present project analyzed the quality of the service to the user in the Gobierno Autónomo Municipal of San Miguel de Bolívar, to strengthen its institutional image. It began with the theoretical foundation and diagnosis of the current situation by analizing the internal and external environment of the institution. Regarding the design, the research was non-experimental, crosssectional, with correlational research scope, the analysis was qualitative-quantitative. The methods

were used: inductive, deductive and synthetic analytical. The collection of primary information was

developed through interviews and 137 personal surveys. The survey was structured on a Likert scale.

To analyze the data was used the SPSS 20 program.

The most important findings were: 90% of the

respondents evaluated the quality of the service that they received; the expectations of most of the

respondents

are low

with respect

to the service provided by Public Institutions; the time, waiting

places,

appearance of the facilities and employees, the internal organization are valued; the appreciation in the experience dimension of the service is relatively favorable, a phenomenon that gives rise to the analysis of expectations vs. perceived service; and in relation to the institutional image, predominant positive results were not obtained. In the analysis, results were obtained of the Cronbach’s Alpha with a coefficient of 0.812, Keizer, Meyer and Olkin (KMO) tests with values greater than 0.5 and Bartlett’s Sphericity values less than 0.05, which proved favorable conditions for statistical inferences; non-parametric tests were used and the Spearman correlation coefficient in which a positive value of 0.234 was obtained. The contrast of it allows to conclude that there is a positive linear relationship between the variables. The implementation of customer service strategies is recommended to strengthen the institutional image.