Propuesta del modelo de simulación SERVQUAL en la empresa PHARMA oro para mejorar la gestión en el sector farmacéutico.

Abstract

Business simulation has given solution to various business problems, and there is the importance of applying a simulation model, a key point for pharmaceutical companies is customer service, providing good service, however there are pharmacies that lack provide a good service, or ignore the quality of service and many of them do not have a simulator, so the objective of the present case was to propose the Servqual simulation model in the PHARMA ORO company to improve management in the pharmaceutical sector, For this, a descriptive, and analytical research was carried out, through theoretical bases, the ideal model to measure and evaluate the quality of the service was known, variables, dimensions and gaps were identified to capture its methodology in a graph, Servqual allowed to identify expectations and user perspectives through two surveys conducted with 5-dimensional items to 50 people and s Eg Cronbach's Alpha the results are reliable being greater than 0.60, it was also indicated that Pharma Oro has a deficit in its service because the general quality indicator was -1.028 and in the same way it was shown for each dimension where 4 5 were negative being the responsibility the only dimension with excellent quality with an index of 0.285.