ALUMNO - ANGIE ELIANA JIMENEZ MOLINAALUMNO - ANGIE ELIANA JIMENEZ MOLINA202021-06-08T10:14:00Z2021-06-08T10:14:00Z1812702698645821648240216

Calidad de servicio y fidelización del cliente: un estudio de correlación

Quality of service and customer loyalty: a correlation study

Qualidade de serviço e fidelidade do cliente: um estudo de correlação

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Salomón Axel Vásquez-Campos

salomonvasquez@upeu.edu.pe

https://orcid.org/0000-0001-9405-0794

Universidad Peruana Unión

Claver Israel Campos Llempén

icamposll@hotmail.com

https://orcid.org/0000-0002-2654-7915

Universidad Peruana Unión

Madeleine Campos Ramírez

samad@upeu.edu.pe

https://orcid.org/0000-0002-4046-2176

Universidad Peruana Unión

Humberto Rubén Huanca Callasaca

rh18087@gmail.com

https://orcid.org/0000-0003-2861-7822

Universidad Nacional del Callao, Perú

Recibido: 3 de enero de 2020

Aceptado: 6 de junio de 2020

Resumen

El objetivo fue determinar la correlación entre la calidad de servicio y fidelización del cliente, en la Asociación Educativa Adventista Nor Oriental (ASEANOR), San Martín, cuyo estudio fue realizado en 310 padres de familia. Los resultados confirman una correlación positiva alta entre las variables calidad de servicio y fidelización, rho = 0,803 con p-valor 0.000. Por otro lado, al contrastar las hipótesis específicas se comprueban que existen correlaciones positivas altas o directas entre calidad de servicio y la satisfacción del cliente, y entre calidad de servicio y confianza del cliente, con valores rho = 0.819 (p = 0.000) y rho = 0.746 (p = 0.000) respectivamente. Al contrastar la última hipótesis específica, se comprueba que existe una correlación positiva media o directa entre calidad de servicio e identidad del cliente, con un valor de rho = 0.496 (p = 0.000). En conclusión, al igual que la calidad de servicio y la fidelización del cliente, la calidad de servicio con: satisfacción del cliente, confianza del cliente e identidad del cliente están asociadas fuertemente.

Palabras claves

: calidad de servicio, fidelización del cliente, calidad de servicio académico, calidad de servicio psicológico, satisfacción del cliente.

Abstract

The objective was to determine the correlation between the quality of service and customer loyalty, in the Northeast Adventist Educational Association (ASEANOR), San Martín, whose study was carried out in 310 parents. The results confirm a high positive correlation between the variables quality of service and loyalty, rho = 0.803 with p-value 0.000. On the other hand, when contrasting the specific hypotheses, it is found that there are high or direct positive correlations between quality of service and customer satisfaction, and between quality of service and customer trust, with values rho = 0.819 (p = 0.000) and rho = 0.746 (p = 0.000) respectively. By contrasting the last specific hypothesis, it is found that there is a direct or average positive correlation between quality of service and customer identity, with a value of rho = 0.496 (p = 0.000). In conclusion, like quality of service and customer loyalty, quality of service with: customer satisfaction, customer trust and customer identity are strongly associated.

Keywords

: quality of service, customer loyalty, quality of academic service, quality of psychological service, customer satisfaction

Resumo

O objetivo foi determinar a correlação entre a qualidade do serviço e a fidelização do cliente, na Associação Educacional Adventista do Nordeste (ASEANOR), San Martín, cujo estudo foi realizado em 310 pais. Os resultados confirmam uma alta correlação positiva entre as variáveis qualidade de serviço e lealdade, rho = 0,803 com p-valor 0,000. Por outro lado, ao contrastar as hipóteses específicas, verifica-se que existem correlações positivas altas ou diretas entre a qualidade do serviço e a satisfação do cliente, e entre a qualidade do serviço e a confiança do cliente, com valores rho = 0,819 (p = 0,000) e rho = 0,746 (p = 0,000), respectivamente. Ao contrastar a última hipótese específica, verifica-se que existe uma correlação positiva direta ou média entre a qualidade do serviço e a identidade do cliente, com um valor de rho = 0,496 (p = 0,000). Em conclusão, como qualidade de serviço e fidelização de clientes, qualidade de serviço com: satisfação do cliente, confiança do cliente e identidade do cliente estão fortemente associadas.

Palavras-chave

: qualidade do serviço, fidelização do cliente, qualidade do serviço acadêmico, qualidade do atendimento psicológico, satisfação do cliente.

Introducción

La calidad de servicio y la fidelización del cliente fueron las dos variables estudiadas, con el propósito de establecer la relación entre ambas, en un marco educativo donde los usuarios de los servicios educativos siempre perciben la deficiente calidad de servicio y la ausencia de la fidelización del cliente, dejando, en efecto, la ausencia, deserción y quejas de los padres de familia en las instituciones educativas, posiblemente afectado además por el clima institucional. En este sentido, se presenta un pequeño esbozo teórico sobre estas variables, objetos de estudio.

La problemática sobre la calidad de servicio se observa a nivel nacional e internacional, en los países de América Latina, en cuyo espacio se percibe la falta de esta calidad, no solamente en el sector público sino en el privado, sobresaliendo esta deficiencia en el primero. Se observa la deficiencia de las instituciones públicas, cuyos sistemas educativos son observados permanentemente, quedado en la preocupación de ser mejorados

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(Trejo, 2017)

Calidad de servicio

Según los estudios de

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Trejo (2017)

, la calidad de servicio es el resultado, la consecuencia de los esfuerzos, de los compromisos de las personas con la institución y a los clientes, a quienes le sirven, cuya tangibilidad es: reducción de costos, mejoría de la calidad, calidad de percepción, respuestas inmediatas, etc.

Relevancia de la calidad de servicio

De acuerdo con

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Trejo (2017)

, la calidad de servicio influye sobre la fidelización del cliente, genera la credibilidad, la seguridad, en los precios y los servicios; el cliente los percibe que son de calidad.

Cómo hacer relevante la calidad de servicio. La mejor gestión institucional mejora, definitivamente, la calidad de servicio en las instituciones educativas

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(Alfaro y Mendoza, 2018)

. La planificación estratégica también beneficia la calidad de servicio educativo

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(Coronel y Acevedo, 2020)

. Se hace más relevante la calidad de servicios, cuando las instituciones realizan los llamados procesos de evaluación; es decir, mediante la evaluación

constante se mejora la calidad de servicio

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(Delahoz, Fontalvo y Fontalvo, 2020)

. Para mejorar y hacer relevante la calidad de servicio, se debe realizar la gerencia del talento humano

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(Daza, Viloria y Miranda, 2019)

Dimensiones de la calidad de servicio

La calidad de servicio presenta las dimensiones: la tangibilidad, confiabilidad, capacidad de respuesta, garantía, empatía; también suma otras: rendimiento, características, confiabilidad, conformidad, durabilidad, utilidad, estética, calidad percibida

(Trejo, 2017)

Factores de la calidad de servicio

Los factores que determinan la calidad de servicio, entre otros: la planeación, la equidad, la calidad, el majeo de los recursos, la participación de la comunidad, la rendición de cuentas, los resultados óptimos, la prestación de servicios

(Coronel y Acevedo, 2020)

. También la calidad de servicio educativo depende de las disposiciones legales, éstas determinan el marco de la actuación y la regulación de la calidad

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(Arroyave y Hurtado, 2019)

. Para los efectos de la calidad de servicios, no quedan al margen las competencias administrativas

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(Núñez, Giordano, Menacho, Uribe y Rodríguez, 2019)

Teorías de la calidad de servicio

Teoría de Edward Deming

Para Jáuregui (2004,

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Berrocal, 2018)

, la calidad facilita la solución de los problemas pequeños o grandes. Implica la permanencia, protección, conservación, prevención, estrategias, desarrollo, competitividad, efectividad, eficiencia, posicionamiento. La calidad es subjetiva por la percepción de la demanda de los bienes y servicios del consumidor y de sus hábitos de consumo en el tiempo y espacio. Para lograr la calidad de servicio se necesita: perseverancia, adopción, inspección, negocio, sistemas de producción, la formación, implementación del liderazgo y eliminación del miedo. Los líderes derriban barreras institucionales, logran metas y cuotas numéricas, implementan programas, involucran al personal; emprenden e innovan nuevas formas de crear productos de calidad y a precios competitivos; asumen riesgos de inversión de su capital de trabajo, porque desean satisfacer la demanda insatisfecha de las personas.

Teoría de la gestión de calidad

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Berrocal Villegas (2018)

considera dos sentidos de calidad: calidad de los ingresos y los costos de los insumos y ausencia de fallas del producto. Estos elementos se activan

cuando se planifica, organiza, dirige y controla las actividades productivas y comerciales del negocio; os procesos de la administración científica ayudan a gestionar la parte administrativa, financiera, compras, ventas y distribución de la producción. La gestión de calidad está relacionada con las acciones y herramientas, las cuales evitan errores en el proceso de producción y comercialización del producto.

Teoría de la calidad de Kaoru Ishikawa

Esta teoría explica la realidad de las organizaciones mediante el diagrama de la espina de pescado de Ishikahua, los círculos de calidad, los grupos estables, los voluntarios, la calidad, el entorno de trabajo y el logro de los objetivos de la empresa. En realidad, el diagrama de Ishikahua proporciona los medios para visualizar las causas y efectos de un problema, se traduce como herramienta de solución en la gestión de calidad y en la toma de decisiones de la administración en la organización

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(Berrocal, 2018)

Teoría de Taiichi Ohno

Plantea la estrategia para mejorar los resultados; según la ilustración de esta teoría, se puede eliminar las actividades que impiden la producción, que dificultan los estímulos de la participación productiva, el logro de objetivos y metas organizacionales. Las estrategias asumen un rol de acciones de trabajos previamente planificados, con el propósito de lograr los objetivos de las instituciones en el corto y largo plazo

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(Berrocal, 2018)

Fidelización del cliente

Concepciones y apreciaciones

Para Bastos Boubeta (2006, en

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Rivas (2016)

, la fidelización significa la respuesta a una tarea relevante, buen porcentaje de las carteras, satisfacción de hábitos de compra, las expectativas de consumo.

En palabras de

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Petruska (2016)

, “la fidelización de clientes se refiere en lograr que un cliente cualquiera se convierta en un cliente fiel al producto y marca de manera asiduo o frecuente”. Va más allá de contar con clientes potenciales. Tiene que ver cómo retener y mantener a los clientes ante un mercado cambiante por la aparición de clientes exigentes y competencias crecientes. Es un concepto complejo. Es una estrategia, más allá de los “puntos, premios, descuentos, recompensas”, cuida la “relación fuerte del consumidor con la marca”

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(Cárdenas, 2017)

Por su parte,

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Lázaro (2017)

lo considera “un factor de suma importancia”, genera fidelidad, al “producto, servicio o marca”, en un proceso de frecuencia, compra, visitas, recomendación del producto, servicio, marca, diferenciación, etc. Es una conexión emocional del cliente y el producto, marca, servicio, generada a través de la comunicación: “clara, oportuna, relevante y útil”. La fidelización es una herramienta que permite crecer a la empresa, mantener los ingresos de manera constante para evitar problemas sociales y económicos en la compañía.

Para Rodas (2014, en

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Ulloa, 2018)

, la fidelización vine a ser el acto de esfuerzo de la empresa, para poseer la seguridad en su inversión, cuya inversión retorne rápidamente a caja y continúe produciendo lo que el cliente

desea.

Orienta a desarrollar nuevos proyectos y reorientar el negocio hacia su verdadero segmento de mercado y hacer conocido la marca y valor comercial del negocio.

Dimensiones de la fidelización

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Trejo (2017)

aborda la fidelización considerando las dimensiones de la misma: información, marketing interno, comunicación, experiencia del cliente, incentivos y privilegios; por otro lado, también refiere las dimensiones: diferenciación, satisfacción, personalización, fidelidad, habitualidad. Para

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Agüero (2014)

, los componentes de la fidelización son:

Primero.

Habitualidad

, comprende: la frecuencia, el volumen, la cantidad y la duración del servicio.

Relación estable:

comunicación continua de las ofertas y novedades de nuevos productos.

Segundo.

Fidelidad

: compromiso de la empresa, la marca y la cultura organizacional, productos con valor agregado.

Tercero.

Personalización

: orientación al cliente, características del producto y diferenciación de la calidad de servicio.

Factores de la fidelización

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Cárdenas (2017)

considera que los factores negativos que impiden la fidelización del cliente están dados por la falta de importancia de la “figura del cliente fiel”, “la creciente cultura de consumo y el acceso a la información”, “la sociedad de masas y las variaciones socioeconómicas del cliente ”. Una de las maneras para evitar los factores negativos de la fidelización es que exista buena comunicación entre la empresa y los clientes, identificar a los clientes para prestarles la debida atención de calidad de servicio, evitar quejas de los clientes dándoles una atención de calidad y ganándose la confianza de las personas.

Estrategias y sistemas de fidelización

Son planes que emplean las empresas para motivar y retener a los clientes fieles a través de obsequios de tarjetas de felicitación, cupones de descuento, regalos, puntos de compra, venta cruzada, revista del consumidor, comunicaciones personalizadas, descuentos, contrato de fidelidad, C.R.M, call center, club de clientes

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(Agüero, 2014)

Para lograr la fidelización de los clientes, es necesario precisar las consignas estratégicas: “brindar un buen servicio”, “brindar servicios de post venta”, “mantener contacto con el cliente”, “buscar un sentimiento de pertenencia”, “usar incentivos”, “ofrecer un producto buena calidad”

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(Petruska, 2016)

Según

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Ladines (2019)

, la fidelización del cliente se logra mediante diferentes estrategias; por ejemplo, la generación de la ventaja competitiva, evitar el abandono del cliente, el cultivo de las buenas relaciones con los clientes, mantener la data actualizada de los clientes. Para

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Burbano, Velástegui, Villamarin y Novillo (2018)

, la fidelización del cliente se logra mediante el márquetin relacional; cuyas perspectiva también la comparten

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Vasquez (2020)

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Palate (2015)

Petruska (2016)

Lázaro (2017)

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Zambrano (2016)

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Mendoza (2018)

Metodología

Tipo de la investigación

Corresponde a un modelo de investigación correlacional, basa la investigación en observación de hechos que ya existen en la realidad, no

manipulan ninguna variable y tampoco agrupan a los sujetos de la muestra siguiendo un criterio determinado. Simplemente tratan de describir las posibles relaciones entre las variables de estudio. El criterio estadístico concreto que se utilizó corresponde al uso del coeficiente

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de Speraman, que pretende explicar las correlaciones existentes entre las variables de estudio cuando no hay normalidad en las distribuciones de los datos

(Hernández, Fernández y Baptista, 2014).

En el caso de la presente investigación, las variables aleatorias son “calidad de servicio” y “ fidelización del cliente” Es bueno enfatizar, que esta técnica de análisis, trata de establecer las relaciones entre las dimensiones de la variable aleatoria fidelización del cliente con cada una de las dimensiones d la variable aletoria “calidad de servicio)

Diseño de la investigación

Tiempo único:

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(Tercera hipótesis específica)

Donde:

X= Fidelización del cliente; X

= Satisfacción del cliente; X

Confianza del cliente; X

Identidad del cliente. Y = Calidad de servicio; Y

= Calidad de servicio académico; Y

Calidad de servicio psicológico; Y

Calidad de servicio humano

Población y muestra

Descripción de la población estudiantil de la ASEANOR San Martín

El universo de la investigación fue ASEANOR San Martín, constituida por las siguientes instituciones educativas: Alto Mayo, San Martín, Moyobamba, Nueva Cajamarca y Soritor, cuya población estudiantil respectiva es: 190, 487, 287, 316 y 90, haciendo un total de 1370 (tabla 1).

Tabla 1

Estudiantes matriculados Aseanor - 2017/2018

Grados

Alto Mayo

San Martín

Moyobamba

Nueva Cajamarca

Soritor

Total

Inicial 3

Inicial 4

Inicial 5

Total Inicial

254

1ro prim

136

2do prim

125

3ro prim

119

4to prim

104

5to prim

106

6to prim

Total primaria

246

142

149

686

1ro Sec

2do sec

103

3ro sec

4to Sec

5to sec

Total secundaria

173

110

430

Total

190

487

287

316

1370

Descripción de la población de los padres de familia de la ASEANOR San Martín

La población está constituida por 1256 padres de familia, distribuida: Alto Mayo (160), San Martín (472), Moyobamba (266), Nueva Cajamarca (275) y Soritor (83). Se trabajó con 310 padres de familia, la participación fue voluntaria; por otro lado, ese número solamente fue encuestado durante el proceso de la encuesta (tabla 2).

Tabla 2

Población de los padres o apoderados

Padres/apoderados

Alto Mayo

San Martín

Moyobamba

Nueva Cajamarca

Soritor

Total

2017

160

472

266

275

1256

Instrumento de la investigación

Se diseñó dos instrumentos, uno para cada variable: Calidad de Servicio y Fidelización del Cliente, dejando al margen algunos instrumentos muy compenetrados con el mundo de los negocios, utilizados en empresas, PYMEs y Cooperativas. La presente investigación se realizó en las instituciones educativas de la ASEANOR San Martín, cuyas características, condiciones y naturaleza son totalmente diferenciadas, incluso.

Validación y descripción del instrumento

Al tener estas dificultades y con el propósito de recabar la información más exacta y precisa, se elaboró el instrumento, realizando el proceso de juico de expertos y prueba piloto.

Descripción del instrumento

Los instrumentos fueron denominados, respectivamente “escala de calidad de servicio” y “escala de fidelización del cliente”. Tiene una estructura que comprende dos partes muy genéricas:

Primero.

Información demográfica, conformada por las siguientes variables: sexos, edad, región de procedencia del padre, región de procedencia del alumno, condición ocupacional del padre, estudios del padre y nivel de estudios del hijo.

Segundo.

Información sobre las variables de investigación: la “calidad del servicio” y la “fidelización del cliente”, conformada por las variables y las dimensiones, con sus respectivos ítems: 18 ítems, de los cuales 9 ítems de la variable calidad de servicio y 9 ítems de la variable: fidelización del cliente, cuyas distribuciones fueron de la siguiente manera:

Variable: Calidad de Servicio: 9 ítems (del 1 al 9). Dimensión: calidad de servicio académico: 3 ítems (1, 2 y 3). Dimensión: calidad de servicio psicológico: 3 ítems (4, 5 y 6). Dimensión: calidad de servicio humano: 3 ítems (7, 8 y 9). Variable: Fidelización del Cliente: 9 ítems (del 10 al 18). Dimensión: satisfacción del cliente: 3 ítems (10, 11 y 12). Dimensión: confianza del cliente: 3 ítems (13, 14 y 15). Dimensión: identidad del cliente: 3 ítems (16, 17 y 18).

Resultados

Prueba de correlación de la calidad de servicio y fidelización del cliente

Tabla 3

Prueba de Correlación Rho de Spearman entre la fidelización del cliente, sus dimensiones y la calidad de servicio.

Calidad del servicio

Rho de Spearman

p valor

Fidelización del cliente

0.803**

.000

310

Satisfacción del cliente

0.819**

.000

310

Confianza del cliente

0.746**

.000

310

Identidad del cliente

0.496**

.000

310

**. La correlación es significativa en el nivel 0,01 (2 colas).

En la primera fila de la tabla 3, se describe la relación de la calidad de servicio con fidelización del cliente. Mediante el análisis estadístico del coeficiente de correlación de

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de Spearman se obtuvo el resultado de 0,803 y un p valor igual a 0,000 (p valor < 0.05); se rechaza la hipótesis nula y se acepta la hipótesis de investigación; existe correlación significativa entre ambas variables. Además, el índice de correlación entre las variables indica una correlación positiva alta, a mayor nivel de calidad de servicio, mayor es el nivel de fidelización del cliente.

En la segunda fila de la tabla 3, se describe la relación de la calidad de servicio con la satisfacción del cliente externo. Mediante el análisis estadístico del coeficiente de correlación de

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Spearman se obtuvo el resultado de 0,819 y un p valor igual a 0,000 (p valor < 0.05); se rechaza la hipótesis nula y se acepta la hipótesis de investigación; existe una correlación positiva alta o directa entre la calidad de servicio y la satisfacción del cliente. Esto es, a mayor nivel de calidad de servicio, mayor es el nivel de satisfacción del cliente.

En la tercera fila de la tabla 3, se describe la relación de la calidad de servicio con la confianza del cliente externo. Mediante el análisis estadístico del coeficiente de correlación de

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Spearman se obtuvo el resultado de 0,746 y un p valor igual a 0,000 (p valor < 0.05); se rechaza la hipótesis nula y se acepta la hipótesis de investigación; existe una correlación positiva alta o directa entre la calidad de servicio y la confianza del cliente. La correlación entre las variables de estudio es positiva alta, es decir, a mayor nivel de calidad de servicio, mayor es el nivel de confianza del cliente.

En la cuarta fila de la tabla 3, se describe la relación entre la calidad de servicio y la identidad del cliente externo. Mediante el análisis estadístico del coeficiente de correlación de

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Spearman, se obtuvo el resultado de 0,496 y un p valor igual a 0,000 (p valor < 0.05); se rechaza la hipótesis nula y se acepta la hipótesis de investigación; existe una correlación positiva media o directa entre las variables; esto es, a mayor nivel de calidad de servicio, mayor es el nivel de la identidad del cliente.

Discusión

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Castillo (2017)

investiga las mismas variables del presente estudio: calidad de servicio y fidelización del cliente, cuyo objetivo fue indagar la correlación de ambas variables, en la institución educativa N° 80892, Los Pinos, en Trujillo. El estudio corresponde a una investigación correlacional, bajo el enfoque cuantitativo. La encuesta fue aplicada a 168 padres de familia, de hijos matriculados en el nivel primario. Sus resultados demuestran una relación significativa alta de 0.693, de acuerdo con el coeficiente de Spearman; arribando a la conclusión de que la calidad de servicio permite la fidelización de los clientes.

El estudio en cuestión se realizó en la ASEANOR, específicamente en la Institución Educativa San Martín de Tarapoto, trabajando la calidad de servicio y la fidelización del cliente, también con el mismo objetivo de la investigación de

Castillo Reyes (2017)

, en una muestra mayor: 310 padres de familia, en un diseño descriptivo, correlacional y transversal, también con resultados superiores al estudio antecedente, de acuerdo con el análisis estadístico del coeficiente de correlación de

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Spearman, cuyo resultado registra el 0,803 y un p valor igual a 0,000 (p valor < 0.05); se confirmó la hipótesis alterna. Esto es, a mayor calidad de servicio, mayor será fidelización de los clientes.

Por otro lado,

ADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "author" : [ { "dropping-particle" : "", "family" : "Trejo", "given" : "Dar\u00edo", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" } ], "id" : "ITEM-1", "issued" : { "date-parts" : [ [ "2017" ] ] }, "number-of-pages" : "90", "publisher" : "[Tesis, Universidad C\u00e9sar Vallejo]", "title" : "Calidad de servicio y la fidelizaci\u00f3n del cliente en la Instituci\u00f3n Educativa Privada Arqu\u00edmedes", "type" : "thesis" }, "uris" : [ "http://www.mendeley.com/documents/?uuid=95755882-3b2c-4c56-a3d1-452369f068fd" ] } ], "mendeley" : { "formattedCitation" : "(Trejo, 2017)", "manualFormatting" : "Trejo (2017)", "plainTextFormattedCitation" : "(Trejo, 2017)", "previouslyFormattedCitation" : "(Trejo, 2017)" }, "properties" : { }, "schema" : "https://github.com/citation-style-language/schema/raw/master/csl-citation.json" }

Trejo (2017)

trabajó las mismas variables: la calidad de servicio y la fidelización; su objetivo fue establecer la relación de las dos variables, en la Institución Educativa Privada Arquímedes, en una muestra de 74 padres de familia, aplicando una investigación correlacional, descriptiva y transversal. Usó dos instrumentos, uno para cada variable, cuyos ítemes fueron 30 por cada variable. Se encontró una correlación de 0.854, con la denominación de fuerte. En conclusión, se determina que existe una relación fuerte entre ambas variables.

En comparación con el estudio que nos ocupa, resultan más semejanzas que diferencias, porque se trabajaron las mismas variables: calidad de servicio y fidelización del cliente; la diferencia marcada, se revela en el número de ítems, los cuales fueron 60, 30 por cada variable; en cambio, en el presente cada variable solamente tuvo 9 ítems; es decir, 18 en las dos variables. En el estudio de Trejo, la correlación fue 0.854 y en el presente estudio 0,803, con una diferencia de 0.051. Otra diferencia, se encuentra en que la presente

investigación se realizó con una muestra mayor, 310 padres de familia y en el anterior, solamente en 74.

ADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "abstract" : "Introducci\u00f3n: Seg\u00fan MINSA, las infecciones respiratorias agudas en menores de cinco a\u00f1os generan una alta demanda de los servicios de salud, siendo asistidos en hospitales nacionales como HNDM, uno de los principales indicadores en salud es la calidad de atenci\u00f3n, donde el eje central es la satisfacci\u00f3n, pese a los esfuerzos del equipo de enfermer\u00eda por brindar un mejor servicio, los usuarios refieren insatisfacci\u00f3n indicando que existe poca interacci\u00f3n-comunicaci\u00f3n con ellos y el ni\u00f1o. Objetivo: Determinar la satisfacci\u00f3n seg\u00fan percepci\u00f3n del padre y cuidado enfermero al ni\u00f1o con IRA en el HNDM. Metodolog\u00eda: Estudio descriptivo, de corte transversal y de enfoque cuantitativo; con una muestra probabil\u00edstica de 110 padres y 15 enfermeras evidenciado en siete oportunidades el cuidado. Se aplic\u00f3 el cuestionario a los padres y una lista de observaci\u00f3n a las enfermeras, ambos sometidos a evaluaci\u00f3n de la validez (p< 0,05) y confiabilidad (p>0,60). Se realizo la prueba de Estanino para obtener el valor final de ambas variables satisfacci\u00f3n (alto, medio y bajo) y cuidado (bueno, regular y malo). Resultados: Se encontr\u00f3 que el 58.18% manifest\u00f3 un nivel de satisfacci\u00f3n media , el 26.36% satisfacci\u00f3n baja y el 15.45% tiene un nivel de satisfacci\u00f3n alta. Respecto al cuidado enfermero el 38.18% aplica un cuidado regular, el 31.82% bueno y el 30% es malo. Conclusiones: El mayor porcentaje de los padres manifestaron un nivel de satisfacci\u00f3n de medio a bajo y el cuidado enfermero se observa de regular a bueno, pero destaca en menor proporci\u00f3n la dimensi\u00f3n humano. Palabras claves: Satisfacci\u00f3n, cuidado enfermero, padre de familia, ni\u00f1o con IRA", "author" : [ { "dropping-particle" : "", "family" : "Tassara Salviati", "given" : "Carlos Francisco", "non-dropping-particle" : "", "parse-names" : false, "suffix" : "" } ], "id" : "ITEM-1", "issued" : { "date-parts" : [ [ "2017" ] ] }, "publisher" : "[Tesis de maestr\u00eda, Universidad Ricardo Palma]", "title" : "Percepci\u00f3n de la calidad de servicio en la ense\u00f1anza universitaria y su relaci\u00f3n con la fidelidad de los estudiantes de ingenier\u00eda electr\u00f3nica de una universidad privada de Lima Metropolitana", "type" : "thesis" }, "uris" : [ "http://www.mendeley.com/documents/?uuid=8569e05c-6abd-4126-8b3f-86bb0eae2c38" ] } ], "mendeley" : { "formattedCitation" : "(Tassara Salviati, 2017)", "manualFormatting" : "Tassara Salviati (2017)", "plainTextFormattedCitation" : "(Tassara Salviati, 2017)", "previouslyFormattedCitation" : "(Tassara Salviati, 2017)" }, "properties" : { }, "schema" : "https://github.com/citation-style-language/schema/raw/master/csl-citation.json" }

Tassara (2017)

realizó el estudio sobre la calidad de los servicios académicos y su relación con la fidelidad de los estudiantes de ingeniería electrónica, con el propósito de establecer la correlación de ambas variables, en un diseño descriptivo y correlacional; “adaptaron los instrumentos de Capelleras y Veciana (2001) y Zeithaml, Berry y Parasuraman (1996)”, presentando la confiabilidad de 0.918 y 0.884, en forma respectiva para ambos instrumentos, de acuerdo del alfa de Cronbach, el instrumento presenta 25 preguntas cerradas, según la escala de Likert, aplicado a 105 estudiantes. Se concluyó que la relación de ambas variables presenta “niveles aceptables de percepción de la calidad de servicio en la enseñanza universitaria y de fidelidad en los estudiantes”.

La mayor parte de investigaciones se encuentran en otros niveles educativos, específicamente en los niveles superiores. Sin embardo, nos permiten, de alguna manera, hacer algunas discusiones, debido a que existen también aproximaciones y semejanzas en los ambientes, y en la estructura de la investigación. En este caso, el estudio se realizó en estudiantes universitarios, quienes ya tienen opinión y percepción sobre la calidad de servicio y la fidelización del cliente. Los resultados permitieron concluir que la calidad del servicio en la enseñanza universitaria y la fidelidad presentan niveles aceptables.

ADDIN CSL_CITATION { "citationItems" : [ { "id" : "ITEM-1", "itemData" : { "author" : [ { "dropping-particle" : "", "family" : "Carmen Espinosa", "given" : "Zuleima", "non-dropping-particle" : "Del", "parse-names" : false, "suffix" : "" } ], "id" : "ITEM-1", "issued" : { "date-parts" : [ [ "2013" ] ] }, "publisher" : "[Tesis de maestr\u00eda, Universidad Tecvirtual]", "title" : "Factores de calidad , satisfacci\u00f3n y gesti\u00f3n en una instituci\u00f3n educativa de car\u00e1cter p\u00fablico, desde la perspectiva del padre de familia y su relaci\u00f3n con la deserci\u00f3n escolar", "type" : "thesis" }, "uris" : [ "http://www.mendeley.com/documents/?uuid=abd58536-9800-4f3a-8b0b-5a57a3ab506d" ] } ], "mendeley" : { "formattedCitation" : "(Del Carmen Espinosa, 2013)", "manualFormatting" : "Del Carmen Espinosa (2013)", "plainTextFormattedCitation" : "(Del Carmen Espinosa, 2013)", "previouslyFormattedCitation" : "(Del Carmen Espinosa, 2013)" }, "properties" : { }, "schema" : "https://github.com/citation-style-language/schema/raw/master/csl-citation.json" }

Del Carmen Espinosa (2013)

investiga los factores predictores de la calidad, la satisfacción y la gestión en una institución educativa, en el marco del objetivo: explicar la satisfacción de los clientes con la calidad y la gestión (de directivos, docentes y administrativos), en una investigación correlacional, diseño transeccional, tipo descriptivo, cuyos datos fueron recabados a través de una encuesta estructurada. Los resultados muestran que la satisfacción del padre no determina o influye sobre la deserción, la cual se evitaría mediante la implementación de programas que garanticen la seguridad.

En qué medida esta investigación permite construir una discusión. De alguna manera, nos permite conocer los factores predictores de la calidad y la satisfacción, también estudiadas en el presente artículo. En efecto, la satisfacción de los padres de familia, en la condición de clientes, perciben que existe una correlación significativa y directa entre la calidad de servicio y la satisfacción del cliente, a la luz del análisis estadístico tratado en la discusión.

Conclusiones

Según el diseño de la investigación, se buscó describir y determinar la relación entre la calidad de servicio y fidelización del cliente, en la Asociación Educativa Adventista Nor Oriental (ASEANOR), San Martín. Al respecto, se concluye que la correlación es positiva alta o directa, de acuerdo con el índice de correlación de

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Spearman, cuyo valor es 0,803 y un p valor igual a 0,000 (p valor < 0.05); por lo tanto, se confirma la hipótesis de investigación. En otras palabras, se determina que, a mayor nivel de calidad de servicio, mayor es el nivel de fidelización del cliente.

En cuanto con la primera hipótesis específica, existe

una correlación positiva alta o directa entre la calidad de servicio y la satisfacción del cliente, según el coeficiente de correlación de

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Spearman, cuyo valor es 0,819 y un p valor igual a 0,000 (p valor < 0.05); razón por la cual, se acepta la hipótesis de investigación,

a mayor nivel de calidad de servicio, mayor es el nivel de satisfacción del cliente.

En relación con la segunda hipótesis específica, existe una correlación positiva alta o directa entre la calidad de servicio y la confianza del cliente, según el coeficiente de correlación de

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Spearman, cuyo valor es 0,746 y un p valor igual a 0,000 (p valor < 0.05); razón por la cual, se acepta la hipótesis de investigación,

a mayor nivel de calidad de servicio, mayor es el nivel de confianza del cliente.

Respecto de la tercera hipótesis específica, existe una correlación positiva media o directa entre la calidad de servicio y la identidad del cliente, según el coeficiente de correlación de

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Spearman, cuyo valor es 0,496y un p valor igual a 0,000 (p valor < 0.05); razón por la cual, se acepta la hipótesis de investigación,

a mayor nivel de calidad de servicio, mayor es el nivel de identidad del cliente.

Referencias

ADDIN Mendeley Bibliography CSL_BIBLIOGRAPHY

Agüero, L. (2014).

Estrategia de fidelización de clientes

. [Tesis, Universidad de Cantabria]. Recuperado de https://repositorio.unican.es/xmlui/handle/10902/4474

Alfaro, L. E. y Mendoza, M. (2018).

Relación entre la gestión institucional y la calidad del servicio educativo en la institución educativa N° 80014 Juan Pablo II de la ciudad de

Trujillo

. [Tesis de maestría, Universidad César Vallejo]. Recuperado de https://repositorio.ucv.edu.pe/bitstream/handle/20.500.12692/11748/alfaro_hl.pdf?sequence=1&isAllowed=y

Arroyave, J. A. y Hurtado, O. L. (2019). Calidad del servicio educativo en una institución de educación superior-ies privada de la ciudad de pereira (Colombia).

Revista Empresarial

(1), 35–47. Recuperado de https://editorial.ucsg.edu.ec/ojs-empresarial/index.php/empresarial-ucsg/article/view/149/150

Berrocal, E. (2018).

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