Tools for measuring and improving external customer satisfaction in stores of Santo Domingo, Ecuador

This article is based on the development and application of a procedure to measure and improve external customer satisfaction, allowing a rational intervention in the variables related to the quality of service and leading to the progressive improvement of quality management in stores of Santo Domingo, Ecuador. It was possible to measure the levels of satisfaction experienced by customers based on perceptions about the service they receive. In addition, it allowed the modeling of indicators measuring the degree of customer satisfaction and loyalty, both globally and by processes, from a multi-attribute approach, which uses a linear additive model of attributes that characterize it and identifies those essential and critical of according to its importance and current valuation, in the framework of the specific procedure developed to evaluate the level of service performance, allowing to focus the management actions towards the solution of problems and the improvement of vital aspects of the execution of the service and in this way to maintain a continuous monitoring of the indicators of performance of the customer satisfaction in the selected organization.