ANALYSIS OF THE RELATIONSHIP BETWEEN QUALITY IN THE SERVICE AND THE PROFILE OF THE CLIENTS OF THE MICRO-BUSINESS OF DZITYÁ, YUCATÁN

Abstract

The micro-business in the Dzityá which is a suburb of Mérida, Yucatán, compete at a disadvantage against the big companies, being the quality in the service of the few competitive advantages that the owners can develop because they can establish close relationships with their customers given to the nature of these business. The objective of this research is to analyze the relationship that exists between the quality of the service and the client profile of the microbusiness of the Dzityá, Yucatán that do not belong to the artisanal branch. This is a research with a quantitative approach with a descriptive scope and a non-experimental cross-sectional design, the study population was 12 285 clients with a non-probabilistic sample of 373 clients out of a total of 12 micro-business from the Dzitya. For this study we used the modified SERVQUAL model, which allows us to assess the expectations and perceptions of clients in five dimensions such as: Tanglibes, Reliability, Responsivenesses, Assurance, Empathy. The model showed a general rating of -0.408 which means that customers expect more than they receive and by dimension the following qualifications were obtained: Tangibles (-0.680), Reliability (-0.433), Responsivenesses (-0.294), Assurance (-0.369) and Empathy (-0.265), which being negative represent that the micro-businesses studied are not able to fulfill the minimum attention that customers expect from them, so they do not feel satisfied with the service received. Regarding the profile of the owner, it was found that most of them are women (67%), between 34 and 41 years of age, with a minimum level of secondary education, in the case of clients, the majority are men (53%), in one Age between 18 and 41 years, most are employed in some company (64.9%), have secondary education (49%).