Abstract
Competitive dynamics of organizations is usually focused on the provision of personal services as a strategic factor. In banking, personal services are inescapable, though there are many remote services (ATM, Internet), personal meetings are still used, with multiple advantages for suppliers and users. This research is aimed at assessing the quality of personal
services offered in the different financial institutions in the Libertador Municipality of the State of Merida, Venezuela, using SERVQUAL scale. The result was that while overall levels of personal service quality are positive, as measured by the quality attribute, a deficit in reliability and safety, of high importance to users together with responsibility, was observed, and most deficiencies are associated to time in wait and staff attitude.
Similarly, correlation was found between the scores of Servqual associated with reliability and responsibility and grouped by factors, such as length of service, the employee's interest in users and accuracy in service, and for this reason, suggestions for managing time in wait, attitude and performance of employees as well as service recovery are offered.
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