MOBILE TELEPHONY CUSTOMER LOYALTY STRATEGY OF THE NATIONAL TELECOMMUNICATIONS CORPORATION REGIONAL 3 THROUGH THE APPLICATION OF THE SERVQUAL MODEL
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The main objective of this research is to design loyalty strategies for mobile telephony customers of the Corporación Nacional de Telecomunicaciones Regional 3 through the application of the Servqual model. Furthermore, within the organizational development, the “Quality of a Service” is a fundamental axis for the companies since it determines the decisions of the consumers, for such reason the service must be monitored and controlled, and the reviews must be focused on the periodic follow-up to the Human Talent since they are the foundation of the business effectiveness and the main strategy to increase the levels of satisfaction. Therefore, CNT E.P. has developed mechanisms to ensure customer satisfaction, expanding the constant monitoring and redesign of strategies in fixed telephony, offering coverage and adequate confidence that the service meets the quality requirements to satisfy customers. Within the services offered by CNT and through this study, it can be seen that mobile telephony needs to design and establish strategies that build customer loyalty; SERVQUAL was applied as a study tool, which ensures that the quality management system is executed to perfection, achieving the ultimate goal of satisfying and building customer loyalty. The surveys were conducted with clients in the four provinces that comprise Regional 3, and the results were measured using a Likert scale. The results and conclusions showed that customers are not sufficiently satisfied with the service received from the public company employees at the time of submitting their requirements. This problem is not necessarily due to the instrument used by CNT E.P., but rather that customers increasingly demand improvement in service and quality standards.
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