UN ANÁLISIS EMPÍRICO CON SERVQUAL SOBRE LA CALIDAD DEL SERVICIO EN EL SECTOR BANCARIO EN LA...

8/21/2019 UN ANLISIS EMPRICO CON SERVQUAL SOBRE LA CALIDAD DEL SERVICIO EN EL SECTOR BANCARIO EN LA LOCALID

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JLD^@]LM MN ]^UBTIG R JBKLKQLT

FULMG NK JBKLKQLT R DGK]LEB@BMLM

^K LK@BTBT NI_UBDG DGK TNUZ\^L@ TGEUN @L DL@BMLM MN@TNUZBDBG NK N@ TND]GU ELKDLUBG NK @L @GDL@BMLM MN @NEUBAL.

]rlelag Jbk mn Frlmg prnsnktlmg pgr _ltrbdbl Fgkz`nz Jnrkkmnz, sbnkmg n` tutgrmn` ibsig _nmrg Flrrbmg Znfl

Z. E. mn` ]utgr/l/ns/ls1 L`uikg/l1

M. _nmrg Flrrbmg Znfl M. _ltrbdbl Fgkz`nz Jnrkkmnz

Tnvb``l. Ilyg mn 5?


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Frlmg nk Jbklkzls y Dgktleb`bmlm

Jldu`tlm mn ]urbsig y Jbklkzls ^kbvnrsbmlm mn Tnvb``l


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FULMG NK JBKLKQLT R DGK]LEB@BMLMJLD^@]LM MN ]^UBTIG R JBKLKQLT

]ULELAG JBK MN FULMG

D^UTG LDLMIBDG X5?


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Frlmg nk Jbklkzls y Dgktleb`bmlm

Jldu`tlm mn ]urbsig y Jbklkzls ^kbvnrsbmlm mn Tnvb``l


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]JF-JBDG. ^k lk`bsbs niprbdg dgk TNUZ\^L@ sgern `l dl`bmlm mn` snrvbdbg nk n` sndtgr elkdlrbg nk `l`gdl`bmlm mn @nerbal.

B

KMBDN

DL_]^@G


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BB

DL_]^@G >. DGKD@^TBGKNT ................................................................................ 4..=. _GTBE@NT INAGULT. ................................................................................. 45


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4

DL_]^@G


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Fgkz`nz Jnrkkmnz, _ltrbdbl

=

^kg mn `gs igmn`gs mn fnstbk mn `l dl`bmlm mn` snrvbdbg is utb`bzlmg nsTNUZ\^L@, jun prgpunstg pgr _lrlsurlilk nt l`. () plrl inmbr `l dl`bmlm mn`snrvbdbg dgiplrlkmg `ls nxpndtltbvls y `ls pnrdnpdbgkns mn `gs d`bnktns. Nstlcnrrlibnktl jun rnmnjbkbml y ldtul`bzlml nk


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>

trlelag. @ls prnfuktls mn` dunstbgklrbg junrgk getnkbmls l trlvs mn mgs junktns1Qnbtcli`, _lrlsurlilk y Enrry (


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:

]rls nsgs mgs dlptu`gs mn dgrtn tnrbdg, sn prnsnktl `l plrtn prdtbdl, dgksbstnktnnk uk trlelag mn dlipg rnl`bzlmg l trlvs mn ukl nkdunstl. Nk n` dlptu`g dultrg, snlkl`bzlk `gs rnsu`tlmgs getnkbmgs mn `l nkdunstl y sn mnsdrbenk `gs mbjnrnktnsrnsu`tlmgs dgk `l lyuml mn `ls tle`ls n`legrlmls.

_gr `tbig, nk n` dlptu`g dbkdg sn rnl`bzl `l prnsnktldbk mn `ls dgkd`usbgkns mn`

nstumbg y sn p`lktnlk `ls pgsbe`ns lddbgkns mn inagrls juturls.


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6

DL_]^@G 5

@L MBUNDDBK MN G_NULDBGKNT NK NI_UNTLT MNTNUZBDBGT1 N@ _L_N@ MN @L DL@BMLM.

_lrl nipnzlr vligs l nxp`bdlr `l nvg`udbk qun cl sujrbmg `l Mbrnddbk mnGpnrldbgkns mnsmn sus dgibnkzgs clstl `l ldtul`bmlm. Tnfubmlinktn dginktlrnigsl`fukgs mn `gs dgkdnptgs esbdgs mn Gpnrldbgkns, dgig sgk n` prgdnsg mn getnkdbkmn ebnkns y snrvbdbgs, `ls jukdbgkns mn gpnrldbgkns nk ukl grflkbzldbk y `ld`lsbjbdldbk anrrqubdl nk `l tgil mn mndbsbgkns. Lmnis, inkdbgklrnigs `gsgeantbvgs qun dgktrbeuynk l `l inagrl mn `l dgipntbtbvbmlm mn `ls dgiplls, plrl brdnktrkmgkgs nk n` sndtgr snrvbdbgs, dgkdrntlinktn nk ls nktbmlmns jbklkdbnrls. ]lktgmn` sndtgr snrvbdbgs dgig mn `ls nktbmlmns jbklkdbnrls legrmlrnigs `gs dgkdnptgs

biprnsdbkmbe`ns plrl nktnkmnr nstn trlelag.

5.< BK]UGM^DDBK CBT]GUBDL MN @L MBUNDDBK MN G_NULDBGKNT.

@l Mbrnddbk mn Gpnrldbgkns dgibnkzl nk n` sbf`g SZBBB y nk su nvg`udbk clstlkunstrgs mls cl plslmg pgr > ntlpls (Cnbznr y Unkmnr, 5??2). @l prbinrl ntlpl nstdgiprnkmbml nktrn `gs lgs


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3

Jbfurl 5.)

5.5.).

5.5.5. Mndbsbgkns mn l Mbrnddbk mn Gpnrldbgkns.

@ls mndbsbgkns is rn`nvlktns qun sn tgilk nk `l grflkbzldbk punmnk d`lsbjbdlrsnsnfk n` kbvn` anrrqubdg, y punmnk snr mn trns tbpgs1

Mndbsbgkns nstrltfbdls1jbalk `ls dgkmbdbgkns sgern `ls qun `l niprnsl tbnknqun gpnrlr, pgr `g qun ljndtlk l` mnslrrg``g y supnrvbvnkdbl niprnslrbl`. Tnrnjbnrn l dunstbgkns tl`ns dgig jlerbdlr n` prgmudtg, mkmn uebdlr `l jerbdl,ntd. Nstls mndbsbgkns tbnknk uk p`lzg mn nandudbk n bkj`unkdbl l `lrfg p`lzg.


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2

Mndbsbgkns tdtbdls1cly qun trltlr mn lsbfklr mn igmg njbdbnktn `gs rndursgsplrl pgmnr l`dlkzlr `gs geantbvgs qun sn clk jbalmg prnvblinktn l kbvn`nstrltfbdg. Nk nstn kbvn` `gs tnils sgern `gs qun sn tgilk mndbsbgkns sgk1kinrg mn nip`nlmgs kndnslrbgs, kbvn` mn bkvnktlrbg lmndulmg, ntd. Nstls

mndbsbgkns sn ``nvlk l dleg nk n` inmbg p`lzg. Mndbsbgkns gpnrltbvls1sgk `ls ldtbvbmlmns dgrrbnktns mn `l niprnsl, ns mndbr,

`ls ldtbvbmlmns rutbklrbls. Nk n` kbvn` gpnrltbvg, ukl mn `ls mndbsbgkns l tgilrns, pgr nanip`g, qubk ns n` qun tbnkn qun rnl`bzlr `ls tlrnls. Nstls mndbsbgknssn tgilk nk n` dgrtg p`lzg.

5.5.4. Nstrltnfbl mn Gpnrldbgkns.

@l nstrltnfbl mn gpnrldbgkns sn dgkdrntl nk uk p`lk l `lrfg p`lzg qun eusdl inagrlr`l dgipntbtbvbmlm mn `l dgipll. _lrtn mn uk lk`bsbs mn` inrdlmg y `gs dgipntbmgrnsy, lmnis, rnl`bzl uk nstumbg mn `gs rndursgs mbspgkbe`ns plrl jbalr ukgs geantbvgs. @lprgfrlildbk mn `l lddbk qun sn vl l ``nvlr l dleg y n` duip`bibnktg mn `gs geantbvgsnk n` p`lzg nstle`ndbmg sgk n`ninktgs d`lvns.

Nk n` rnl mn gpnrldbgkns trlmbdbgklìnktn sn clk dgksbmnrlmg dbkdg geantbvgs qunsgk, dgstn, nktrnfls, j`nxbeb`bmlm, dl`bmlm y snrvbdbg. N` geantbvg jbkl` mn `l nstrltnfbl mngpnrldbgkns ns nkdgktrlr ukl vnktlal dgipntbtbvl qun mbjnrnkdbn l `l dgipll mn susdgipntbmgrns.

Mlmg qun nstn trlelag sn nkjgdl nk `l dunstbk mn `l inagrl mn `l dl`bmlm mn` sndtgrsnrvbdbgs, ns kndnslrbl ukl pnqunl nxp`bdldbk mn mbdcg sndtgr plrl, l dgktbkuldbk,br nkjgdkmgkgs cldbl n` sndtgr jbklkdbnrg, qun ns nk n` qun pgstnrbgrinktn inmbrnigs`l dl`bmlm rndbebml pgr n` d`bnktn.

5.4 @L MBUNDDBK MN G_NULDBGKNT NK TNUZBDBGT.

N` sndtgr snrvbdbg nst dgkstbtubmg pgr tgmls lqun``ls niprnsls qun sltbsjldnkkndnsbmlmns mn `l pge`ldbk l trlvs mn prgmudtgs kg iltnrbl`ns. ^k nanip`g mn uklgrflkbzldbk mnmbdlml l prnstlr uk snrvbdbg, sgk `ls nktbmlmns elkdlrbls. Nstls sgkdlpldns mn gjrndnr uk snrvbdbg mntnribklmg dgk n` geantbvg mn sltbsjldnr `lskndnsbmlmns ndgkibdls-jbklkdbnrls mn `gs d`bnktns. _lrl ``nvlr l dleg n` snrvbdbg,mbdcls nktbmlmns mnenk lelstndnrsn mn iltnrbl`ns tlkfbe`ns, dgig punmnk snrgrmnklmgrns, iune`ns, dlanrgs, ntd. Mn lqu sn punmn dgkdùbr `l junrtn mnpnkmnkdblnxbstnktn nktrn `gs snrvbdbgs y `gs n`ninktgs tlkfbe`ns.

Dulkmg n` prgmudtg ns uk snrvbdbg, fnknrlìnktn sgk `gs trlelalmgrns qubnkns `gprgmudnk y su dl`bmlm mnpnkmn esbdlinktn mn su bktnrlddbk dgk n` d`bnktn.

Nk `l ldtul`bmlm mnebmg l` prnmgibkbg mn `gs snrvbdbgs, `ls grflkbzldbgkns `mnrnsnstk gesnsbgklmls dgk ``nvlr l dleg uk snrvbdbg nxdn`nktn y utb`bzlk n` snrvbdbg mnmbjnrnktns jgrils plrl luinktlr su prgmudtbvbmlm y flklrsn `l `nl`tlm y `l dgkjblkzlmn` dgksuibmgr. Dgk nstg prntnkmnk tnknr ukl gpdbk l`tnrkltbvl plrl dgipntbr nk nìnrdlmg mn gtrl jgril qun kg snl l trlvs mn` prndbg y plrl qun `ls nxpnrbnkdblspgsbtbvls mn `gs d`bnktns sn trlksibtlk mn egdl nk egdl dgig plrtn mn `l nstrltnfblpue`bdbtlrbl (Qnbtclì, _lrlsurlilk y Enrry,


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4.


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. Igmn`g TNUZ\^L@

Junktn1 Qnbtcli`8 _lrlsurlilk y Enrry (>).

Flp 1

FL_ > 9 j(FL_ 1ibmn `l mbjnrnkdbl nktrn n` snrvbdbg nspnrlmg y n` snrvbdbg pnrdbebmg8 l trlvsmn nstl ilfkbtum, sn mntnribkl n` kbvn` mn dl`bmlm l`dlkzlmg.


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5?


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5 mn DlbxlElkh. Ns ukl iunstrlpnqunl, yl qun cl sbmg mbjdb` `l rnl`bzldbk mn `ls nkdunstls mnebmg l` nxtnksgdunstbgklrbg y l` pgdg tbnipg mbspgkbe`n mn iudcls mn `ls pnrsgkls l nkdunstlr.

@ls dlrldtnrstbdls mn `gs d`bnktns, rndgfbmls nk `ls nkdunstls, lplrndnkrnprnsnktlmls nk `ls tle`ls y jbfurls qun brnigs vbnkmg l `g `lrfg mn` dlptu`g.

_lrl dginkzlr vligs l dginktlr `gs rnsu`tlmgs mnigfrjbdgs getnkbmg l trlvs mn`ls nkdunstl, dgkdrntlinktn `l jbfurl y tle`l qun lplrndn l dgktbkuldbk cldnrnjnrnkdbl l` snxg mn `gs bkmbvbmugs nkdunstlmgs (Jbfurl =.:8 ]le`l =.


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55

@ls nkdunstls sn clk rnl`bzlmg mn jgril l`nltgrbl, plrl qun kg cuebnsnmbstbkdbgkns nk dulktg l` snxg qun pumbnsn pnrturelr `gs rnsu`tlmgs, sn cl nkdunstlmgl` ibsig kinrg mn cgierns qun mn iuanrns plrl `ls mgs nktbmlmns jbklkdbnrls.

Dgk rnspndtg l `l nmlm sn clk getnkbmg `gs sbfubnktns rnsu`tlmgs (]le`l =.5)1

Dlbxl Tlktlkmnr

Nmlm Unspunstls _grdnktlan Unspunstls _grdnktlan

5?%

4 2 4:% 2 4:%

=:-:> 6 53% 2 4:%

Ilygr mn :> 5 3% 5 3%

]le`l =.5. Nmlm mn `gs nkdunstlmgs.

Junktn1 N`legrldbk prgpbl.

Tn clk nkdunstlmg l d`bnktns mn mbstbktls nmlmns, lukqun mgkmn sn cldgkdnktrlmg n` ilygr kinrg mn nkdunstls ns nk `l nmlm dgiprnkmbml nktrn 4lgs. Tn cl bktnktlmg l `l cgrl rnl`bzlr `ls nkdunstls getnknr ukl prgpgrdbk sbib`lrnktrn liegs elkdgs nk dulktg l `l nmlm.

L dgktbkuldbk igstrligs `gs rnsu`tlmgs getnkbmgs nk jukdbk mn` kbvn` mn nstumbgsmn `gs d`bnktns nkdunstlmgs (]le`l =.4)1

Dlbxl TlktlkmnrKbvn` mn nstumbgs Unspunstls _grdnktlan Unspunstls _grdnktlan

Tbk nstumbgs 5 3% 4


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54

Dgk rnspndtg l` kbvn` mn nstumbgs sn cl bktnktlmg getnknr ukl prgpgrdbk sbib`lrplrl liels nktbmlmns, plrl qun l `l cgrl mn rnl`bzlr n` lk`bsbs kg clyl kbkfk jldtgrqun punml pnrturelr n` rnsu`tlmg igtbvlmg pgr n` kbvn` mn nstumbgs.

Nk dulktg l `l sbtuldbk prgjnsbgkl` gesnrvligs `g sbfubnktn1

Dlbxl Tlktlkmnr

Tbtuldbk _rgjnsbgkl` Unspunstls _grdnktlan Unspunstls _grdnktlan

Nk _lrg 6 53% : 5=%

Nstumblktn 4


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5=

snrvbdbg, pgr tlktg, dgig vnigs nk `l tle`l qun prnsnktligs l dgktbkuldbk, tnknigsis rnspunstls mn prgmudtgs y snrvbdbgs l utb`bzlr qun pnrsgkls nkdunstlmls.

Dlbxl Tlktlkmnr

_rgmudtgs/Tnrvbdbgs Unspunstls _grdnktlan Unspunstls _grdnktlan]lrantl .2%

Cbpgtndl 4 :.4% 3 .6%

_`lkns mn bkvnrsbk < 5% 4 >.2%

Tnfurgs = 3.4% 5 4.2%

@berntl 5= >?% 54 =>.. _rgmudtgs/Tnrvbdbgs qun utb`bzlk `gs d`bnktns mn dlml nktbmlm.


Nk `ls frjbdls pgmnigs vnr `gs mbstbktgs tbpgs mn prgmudtgs qun utb`bzlk `gs d`bnktnsnkdunstlmgs, sbnkmg `gs prgmudtgs is utb`bzlmgs plrl liels nktbmlmns `l `berntl y `ltlrantl. Dlen inkdbgklr `l mbjnrnkdbl qun nxbstn dgk n` snrvbdbg mn cbpgtndls, sbnkmgilygr nk n` elkdg Tlktlkmnr. Austg l` dgktrlrbg plsl dgk `gs snfurgs dgktrltlmgs pgr`gs d`bnktns. @l dgktrltldbk mn `gs prgmudtgs rnstlktns ns iuy sbib`lr nk lielsnktbmlmns.

=.4. LK@BTBT MN @L BI_GU]LKDBL UN@L]BZL MN @LT MBINKTBGKNT.

Nk `ls jbfurls =.2 y =.


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5>

nstls trns `tbils `l is bipgrtlktn plrl `gs d`bnktns `l nipltl, nxbfbnkmg mn nstljgril ukl ltnkdbk bkmbvbmul bzlml.

_lrl `gs usulrbgs mn` Elkdg Tlktlkmnr nk dliebg, `ls mbinksbgkns ispuktulmls, rnprnsnktlkmg nktrn liels l`fg is mn` >?%, sgk `l snfurbmlm y `l

nipltl, sbnkmg n` jldtgr prbgrbtlrbg qun `gs nip`nlmgs gjrnzdlk n` snrvbdbg mn jgrillile`n y trlksibtlk l su vnz dgkjblkzl. ]liebk tbnkn ukl bipgrtlkdbl dgksbmnrle`n`l vlrble`n jbleb`bmlm, ns mndbr, `l rnl`bzldbk mn` snrvbdbg mn ukl jgril cgknstl. @lsmbinksbgkns inkgs vl`grlmls clk sbmg l tlkfbeb`bmlm y `l dlpldbmlm mn rnspunstl.

Tnfk `g nxpunstg lktnrbgrinktn, pgmnigs mndbr qun `gs d`bnktns l `l cgrl mnrndbebr n` snrvbdbg `n mlk is bipgrtlkdbl l qun n` snrvbdbg snl mn dgkjblkzl y snrnl`bdn mn jgril snfurl. Lmnis `gs d`bnktns mn` Tlktlkmnr nxbfnk ukl ltnkdbkbkmbvbmul`bzlml. @gs d`bnktns mn `ls mgs nktbmlmns `n mlk inkgs prbgrbmlm l qun `gsnip`nlmgs snlk rpbmgs l `l cgrl mn fnstbgklr tus kndnsbmlmns g qun `l lplrbnkdbl mn`ls bkstl`ldbgkns snl igmnrkl.

Lcgrl vligs l rnl`bzlr uk lk`bsbs qun mnsdrben `gs rnsu`tlmgs getnkbmgs nk `ls

nxpndtltbvls y pnrdnpdbgkns mn dlml mbinksbk, y snfubmlinktn sn clr `ldgiplrldbk l trlvs mn ukl inmbl pgkmnrlml.

=.=. LK@BTBT MNTDUB_]BZG MN @LT MBINKTBGKNT MN @L DL@BMLM.

=.=.


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5:

=.=.5. Kbvn` mn pnrdnpdbgkns sgern n` snrvbdbg.

@gs rnsu`tlmgs plrl `ls pnrdnpdbgkns kg sgk tlk pgsbtbvgs dgig `gs lktnrbgrns. _gr `gfnknrl`, iunstrlk pnrdnpdbgkns is elals plrl `l nktbmlm jbklkdbnrl Dlbxl qun plrlTlktlkmnr, l nxdnpdbk mn `l tlkfbeb`bmlm qun iunstrl vl`grns sbib`lrns y `l nipltl(>,>: jrnktn l >,=2). Tb gesnrvligs bkmbvbmul`inktn dlml mbinksbk, pgmnigs mndbr

qun `gs usulrbgs nstk dgktnktgs dgk `l lplrbnkdbl mn `ls bkstl`ldbgkns (tlkfbeb`bmlm),lmnis `l nipltl rndben `l snfukml inagr puktuldbk pgr `g qun `gs d`bnktns nstkdgkjgrins dgk n` snrvbdbg rndbebmg nk dulktg l nstls mgs mbinksbgkns. Nk dulktg l `lrlpbmnz mn` snrvbdbg prnstlmg (dlpldbmlm mn rnspunstl) gesnrvligs qun `gs vl`grns snnkdunktrlk pgr mnelag mn >, pgr tlktg, `gs nkdunstlmgs iunstrlk l`fk frlmg mnldunrmg nk dulktg l` snrvbdbg gjrndbmg pgr `gs nip`nlmgs. Nk dliebg, vnigs qun plrl`ls mbinksbgkns Jbleb`bmlm (=,::8 =,3=) y Tnfurbmlm (=,>8 =,63) `gs usulrbgs prnsnktlkbkmbjnrnkdbl, yl qun pgr `g fnknrl` `ls rnspunstls mn` dunstbgklrbg bkmbdlk qun `gsd`bnktns nstk mnsdgktnktgs dgk n` snrvbdbg prnstlmg pgr `l nktbmlm plrl lielsmbinksbgkns. Dgkdrntlinktn, `ls prnfuktls qun rndbebnrgk inkgr puktuldbk sgk `lrn`ldbgklml dgk `l snksldbk mn nsdlsl snfurbmlm nk `l rnl`bzldbk mn `ls fnstbgkns``nvlmls l dleg nk sus nktbmlmns jbklkdbnrls, lmnis mn `l jl`tl mn dgiprgibsg l `l

cgrl mn ``nvlr l dleg n` snrvbdbg qun prgintbnrgk.

_rginmbg _nrdnpdbgkns

Dlbxl

_nrdnpdbgkns

Tlktlkmnr

]lkfbeb`bmlm :,5 :,5

Tnfurbmlm =,> =,63

Nipltl >,>: >,=2

]le`l =.6. _nrdnpdbgkns mn `gs d`bnktns.


=.=.4. Dgiplrldbk mn `ls pnrdnpdbgkns y `ls nxpndtltbvls sgern n` snrvbdbg.

L dgktbkuldbk igstrligs frjbdlinktn `ls mbjnrnkdbls mn `l dgiplrldbk nktrn `lsnxpndtltbvls y pnrdnpdbgkns mn `ls dbkdg mbinksbgkns plrl `ls mgs nktbmlmns (Jbfurl


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56

Jbfurl =.


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53

bilfnk kg nrl uk jldtgr iuy bipgrtlktn plrl `gs d`bnktns, yl qun mlk pgr cndcg qunvl l snr eunkl.

Jbleb`bmlm1 vnigs qun `gs usulrbgs prnsnktlrgk nxpndtltbvls is l`tls qun `lspnrdnpdbgkns rndbebmls murlktn `l prnstldbk mn` snrvbdbg, rlzk pgr `l dul` `lspuktuldbgkns mn TNUZ\^L@ sgk knfltbvls (-


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52

Dlbxl Tlktlkmnr

Nxpndtltbvls _uktuldbk F`gel` >,3: >,32

_nrdnpdbgkns _uktuldbk F`gel` >,?4 >,. Inmbdbk mn l sltbsjlddbk y nl`tlm mn` usulrbg.

Cly qun dgksbmnrlr `l vbkdu`ldbk nxbstnktn nktrn dl`bmlm mn` snrvbdbg y sltbsjlddbk mn`usulrbg, yl qun l trlvs mn `gs kbvn`ns mn sltbsjlddbk mn` usulrbg sn punmn inmbr n`duip`bibnktg mn `ls nxpndtltbvls, kndnsbmlmns y mnsngs mn `gs d`bnktns (Qnbtcli`,_lrlsurlilk y Enrry,


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4?

_nrdnpdbgkns

Tltbsjlddbk 4,=

@nl`tlm =,3

]le`l =.


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4

DGKD@^TBGKNT

Nk nstn `tbig dlptu`g prnsnktligs `ls dgkd`usbgkns mn `gs geantbvgs p`lktnlmgs nk `lplrtn mn `l bktrgmuddbk. _lrl n`legrlr`ls cnigs ldumbmg prbkdbpl`inktn l` dlptu`g mnrnsu`tlmgs.

N` geantbvg prbkdbpl` qun nkf`gel tgmg n` trlelag ns n` kbvn` mn dl`bmlm qun rndbenk`gs d`bnktns mn `ls nktbmlmns elkdlrbls. Nstgs kbvn`ns mn dl`bmlm mn` snrvbdbg sn ibmnkl trlvs mn `l puktuldbk mn `l nsdl`l TNUZ\^L@ y iunstrlk, pgr `g fnknrl`,rnsu`tlmgs mnsjlvgrle`ns, l` kg snr supnrlmls `ls pnrdnpdbgkns nk `ls mbinksbgknsis nxbfbmls pgr `gs d`bnktns. Mbdcls puktuldbgkns sgk ilygrns lukqun nk pgdlprgpgrdbk plrl n` elkdg Tlktlkmnr nk dgiplrldbk dgk @l Dlbxl.

L dgktbkuldbk, rndgrmligs `gs suegeantbvgs ilrdlmgs plrl nstn trlelag nk n`dlptu`g


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`nvninktn pgsbtbvls. Nstg sn trlmudn nk ukl dl`bmlm ldnptlml. Nk dliebg `ls gtrlstrns mbinksbgkns iunstrlk mjbdbt mn dl`bmlm nk n` snrvbdbg.

@l jl`tl mn dl`bmlm nk rnls mn jbleb`bmlm y snfurbmlm mnen snr inagrlml pgr `lsnktbmlmns, yl qun sgk `ls rnls nk `ls qun `gs usulrbgs sgk is nxbfnktns (snfurbmlmmn `ls bkstl`ldbgkns, dgibsbgkns, dgergs y gpnrldbgkns dgrrndtls, ntd.). ]liebk

inkdbgklr qun iudcgs mn `gs nkdunstlmgs ilkbjnstlrgk pgdl bipgrtlkdbl l jldtgrnsdgig `l `bipbnzl mn `ls bkstl`ldbgkns y ukl ltnkdbk bkmbvbmul`bzlml, mnebmg l qunkgril`inktn sn nspnrl rndbebr nsn tbpg mn snrvbdbgs nk `ls sudursl`ns y pgr n``g `gsusulrbgs n mlk prbgrbmlm l gtrls mbinksbgkns.

>.4. TL]BTJLDDBK R @NL@]LM MN @GT ^T^LUBGT.

@ls mndbsbgkns gpnrltbvls qun sn ``nvlk l dleg nk `l mbrnddbk mn gpnrldbgkns nstkrn`ldbgklmls dgk `ls vlrble`ns sltbsjlddbk y `nl`tlm, yl qun ukl pnrdnpdbk pgsbtbvl nkn` mnsnipng mn` snrvbdbg rnpnrdutn pgsbtbvlinktn nk `l sltbsjlddbk mn` d`bnktn y

pgstnrbgrinktn nk `l `nl`tlm. Nk dliebg, nk kunstrg lk`bsbs, `gs jldtgrns sltbsjlddbk y`nl`tlm prnsnktlrgk kbvn`ns elags, pgr tlktg n` mnsnipng mn` snrvbdbg rnpnrdutnknfltbvlinktn nk liegs snrvbdbgs. Inkdbgklr tliebk qun `gs d`bnktns mn @l Dlbxl, lpnslr mn nstlr is bksltbsjndcgs dgk n` snrvbdbg rndbebmg, sgk is `nl`ns qun `gs mn`elkdg Tlktlkmnr (]le`ls


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sl`umlr l `gs d`bnktns pgr su kgiern y lfrlmndnr su vbsbtl mn ilknrl nspgktknl.]liebk cly qun nvbtlr cle`lr junrtn. Ns kndnslrbg ilktnknr ukl ldtbtum mn bktnrscldbl `g qun nst rn`ldbgklmg dgk n` d`bnktn, igstrlr bktnrs pgr sltbsjldnr suskndnsbmlmns y qubzs ukg mn `gs lspndtgs is bipgrtlktn snl mntndtlr `ls

kndnsbmlmns dgkdrntls mn dlml ukg plrl pgmnr sltbsjldnr`ls. _lrl qun n` d`bnktn snsbnktl is snfurg dgk sus fnstbgkns sn mnen ilknalr bkjgrildbk vnrlz y gpgrtuklsgern rnfu`ldbgkns y kgriltbvls.

Dgig yl sn cl inkdbgklmg nk n` dlptu`g mn rnsu`tlmgs, `l bksltbsjlddbk sn clpgmbmg prgvgdlr tlktg pgr jl`tl mn nktnkmbibnktg nktrn `gs mbrndtbvgs y `gs gpnrlrbgs g,pgr n` dgktrlrbg, pgrqun `gs gpnrlrbgs kg clk sbmg dlpldns mn nktnkmnr `gs geantbvgsilrdlmgs pgr `gs kbvn`ns anrrqubdgs supnrbgrns plrl gjrndnr`n n` snrvbdbg mnsnlmg lsus d`bnktns.

Nstn trlelag punmn snr`n tb` l `gs mbrndtbvgs mn `ls mgs nktbmlmns jbklkdbnrls, ylqun `ns pnribtn dgkgdnr `ls pnrdnpdbgkns mn sus d`bnktns dgk rn`ldbk l `gs snrvbdbgsqun prnstlk. Lmnis, snrl ldgksnale`n qun rnl`bzlrlk nstumbgs pnrbmbdgs plrl inmbr

n` kbvn` mn sltbsjlddbk mn sus usulrbgs, mlmg qun `gs kbvn`ns mn dl`bmlm mn` snrvbdbg,lmnis mn `l sltbsjlddbk y `l `nl`tlm, sgk elags.


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4=


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4>

Ebe`bgfrljl

Elkhbibl. (5?/?5/5?


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4:

_lrlsurlilk, L, Qnbtcl`i, Z.L. y Enrry, @@ (


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Lknxgs

D^NT]BGKLUBG TNUZ\^L@

TNSG1 NMLM1

Cgiern

Ilygr mn :>

Kldbgkl`bmlm1 WWWWWWWWWWWW @gdl`bmlm1 WWWWWWWWWWWW

KBZN@ MN NT]^MBGT1 TB]^LDBK _UGJNTBGKL@1

Tbk Nstumbgs

Nstumbgs _rbilrbgs

Eldcb``nrltg y Jgrildbk prgjnsbgkl`

Nstumbgs ^kbvnrsbtlrbgs

Nktbmlm elkdlrbl1 WWWWWWWWWWWW Tudursl`1 WWWWWWWWWWWW

_rgmudtgs/snrvbdbgs qun utb`bzl1 WWWWWWWWWWWW WWWWWWWWWWWW WWWWWWWWWWWWWWWWWWWWWWWW

Nk `l `bstl qun lplrndn l dgktbkuldbk bkd`ubigs dbkdg dlrldtnrstbdls qun dgrrnspgkmnk lnktbmlmns elkdlrbls y `gs snrvbdbgs qun gjrndnk. Kgs fustlrl dgkgdnr qu kbvn` mn bipgrtlkdbl`n ltrbeuyn ustnm l dlml ukl mn nstls dlrldtnrstbdls dulkmg nvl`u `l dl`bmlm mn` snrvbdbg mnukl nktbmlm elkdlrbl. _gr jlvgr, mbstrbeuyl uk tgtl` mn


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NS_ND]L]BZLT

]LKFBEB@BMLM < 5 4 = > : 6 KT/KD

: 6 KT/KD

5^stnm nspnrl qun `ls bkstl`ldbgkns jsbdls mn `l nktbmlm elkdlrbl

snlk vbsulìnktn ltrldtbvls.< 5 4 = > : 6 KT/KD

4^stnm nspnrl qun `gs nip`nlmgs mn `l nktbmlm elkdlrbl tnkflk uk

lspndtg lsnlmg.< 5 4 = > : 6 KT/KD

=

^stnm nspnrl qun nk `l nktbmlm elkdlrbl, `gs n`ninktgs iltnrbl`ns

rn`ldbgklmgs dgk n` snrvbdbg (biprnsgs, nstlmgs mn dunktl...) snlk

vbsulìnktn ltrldtbvgs y nstk ebnk nxp`bdlmgs.

< 5 4 = > : 6 KT/KD

JBLEB@BMLM < 5 4 = > : 6 KT/KD

>Dulkmg uk d`bnktn tbnkn uk prge`nil, ustnm nspnrl qun `l nktbmlm

elkdlrbl iunstrn bktnrs nk sgùdbgklr`g.< 5 4 = > : 6 KT/KD

:^stnm nspnrl qun `l nktbmlm elkdlrbl rnl`bdn n` snrvbdbg ebnk l `l

prbinrl.< 5 4 = > : 6 KT/KD

6^stnm nspnrl qun `l nktbmlm elkdlrbl dgkdùyl n` snrvbdbg nk n`

tbnipg prgintbmg.

< 5 4 = > : 6 KT/KD

3^stnm nspnrl qun `l nktbmlm elkdlrbl bksbstl nk ilktnknr `gs

rnfbstrgs nxnktgs mn nrrgrns.< 5 4 = > : 6 KT/KD

2Dulkmg `l nktbmlm elkdlrbl prgintn cldnr l`fg nk dbnrtg tbnipg,

ustnm nspnrl qun `g clfl.< 5 4 = > : 6 KT/KD

DL_LDBMLM MN UNT_^NT]L < 5 4 = > : 6 KT/KD


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_NUDN_DBGKNT

]LKFBEB@BMLM < 5 4 = > : 6 KT/KD

: 6 KT/KD

5@ls bkstl`ldbgkns jsbdls mn `l nktbmlm elkdlrbl sgk vbsulìnktn

ltrldtbvls.< 5 4 = > : 6 KT/KD

4 @gs nip`nlmgs mn `l nktbmlm elkdlrbl tbnknk uk lspndtg lsnlmg. < 5 4 = > : 6 KT/KD

=

@gs iltnrbl`ns rn`ldbgklmgs dgk n` snrvbdbg qun utb`bzl `l nktbmlm

elkdlrbl (biprnsgs, nstlmgs mn dunktl...) sgk vbsulìnktn ltrldtbvgs

y nstk ebnk nxp`bdlmgs.

< 5 4 = > : 6 KT/KD

JBLEB@BMLM < 5 4 = > : 6 KT/KD

>Dulkmg ustnm tbnkn uk prge`nil, `l nktbmlm elkdlrbl iunstrl uk

bktnrs nk sgùdbgklr`g.

< 5 4 = > : 6 KT/KD

: Nk `l nktbmlm elkdlrbl, rnl`bzlk ebnk n` snrvbdbg l `l prbinrl. < 5 4 = > : 6 KT/KD

6 Nk `l nktbmlm elkdlrbl tnribklk n` snrvbdbg nk n` tbnipg prgintbmg. < 5 4 = > : 6 KT/KD

3Nk `l nktbmlm elkdlrbl bksbstnk nk ilktnknr rnfbstrgs nxnktgs mn

nrrgrns.< 5 4 = > : 6 KT/KD

2Dulkmg `l nktbmlm elkdlrbl prgintn cldnr l`fg nk uk mntnribklmg

tbnipg, `g cldn. : 6 KT/KD

DL_LDBMLM MN UNT_^NT]L < 5 4 = > : 6 KT/KD


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TL]BTJLDDBK < 5 4 = > : 6 KT/KD

54 @l nktbmlm elkdlrbl sltbsjldn sus kndnsbmlmns. < 5 4 = > : 6 KT/KD

5= Tu nktbmlm elkdlrbl `n gjrndn n` snrvbdbg qun nspnrl. < 5 4 = > : 6 KT/KD

@NL@]LM < 5 4 = > : 6 KT/KD

5>Dgksbmnrl l su elkdg dgig prbinrl gpdbk plrl uslr snrvbdbgs

elkdlrbgs.< 5 4 = > : 6 KT/KD

5: Undginkmlrl su elkdg l gtrls pnrsgkls. < 5 4 = > : 6 KT/KD

UN ANÁLISIS EMPÍRICO CON SERVQUAL SOBRE LA CALIDAD DEL SERVICIO EN EL SECTOR BANCARIO EN LA...

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