Propuesta del modelo de simulación SERVQUAL en el complejo turístico MIRAMAR para la optimización competitiva del sector turístico.

Abstract

The main objective of this research work is the proposal of the SERVQUAL simulation model by analyzing the quality of customer service for the competitive optimization of the tourism sector in the Miramar complex. Indicating that, in all countries, companies are not applying service quality studies, that is why there is a low level of satisfaction and lack of measurement of perceived and offered quality. It is important to apply quality studies because it allows to obtain competitive advantages and position in the market, the entities when making use of business simulations, are moving towards the achievement of the determined objectives to increase their profitability and have greater demand for satisfied customers. The methodology used is qualitative-descriptive, based on inquiry and review of theoretical documents; and its case study is based on the quantitative method through the Likert scale and Cronbach's Alpha. The Likert scale analysis shows the results, which in the cronbach's alpha have a value greater than 0.60 where the 44 elements have congruence between expectations and perceptions. In addition, when analyzing the gaps, it was evidenced that the entity has a considerably positive level of service quality, however, in the tangible element dimension, there is a poor and inadequate presentation of the employees' image, which is why take measures that facilitate decision making and application of new strategies to achieve successful competitiveness.