Citas bibligráficas
De, G., Benites, L., Zapata, T. (2021). Calidad en el servicio del trade marketing a las bodegas de Lima Metropolitana, en el sector de consumo masivo para el rubro de chocolatería [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/19459
De, G., Benites, L., Zapata, T. Calidad en el servicio del trade marketing a las bodegas de Lima Metropolitana, en el sector de consumo masivo para el rubro de chocolatería []. PE: Pontificia Universidad Católica del Perú; 2021. http://hdl.handle.net/20.500.12404/19459
@mastersthesis{renati/12368,
title = "Calidad en el servicio del trade marketing a las bodegas de Lima Metropolitana, en el sector de consumo masivo para el rubro de chocolatería",
author = "Zapata Ramírez, Teresita del Carmen",
publisher = "Pontificia Universidad Católica del Perú",
year = "2021"
}
Currently, the quality of services is an important point in organizations. In Peru there are no previous studies regarding the quality of the service in the mass consumption sector (traditional channel) and the chocolate sector. For this reason, this research seeks to determine the quality of service that trade marketing provides to wineries in the purchasing process. For this, the SERVQUAL model was applied in the sector in Metropolitan Lima, through a survey of 22 questions with scores, it was possible to identify the gap between the perceptions and expectations of customers regarding the quality of service, this on a population sample of 387 winemakers according to a quota per district. From a correlational analysis we sought to establish the relationship between the independent variables (dimensions) and the dependent one (quality of services), and through a regression analysis we sought to explain the behavior of the quality of service through the dimensions of the model SERVQUAL. The results of this study prove that the dimensions of the SERVQUAL model (independent variables) fully explain the quality of the service that trade marketing provides to winemakers in a quantitative way. It is concluded that there is an important gap in the five dimensions of the model, with “Tangibility” the one with the greatest gap and “Reliability” the one with the smallest gap. In general, winemakers expect more than what trade marketing offers them today to meet their needs. As additional findings, it was identified that the perception of quality is different both at the level of gender and by age. Finally, theoretical and practical contributions and recommendations are established so that companies in the sector reorient their strategies and can reduce the gaps found.
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