Estrategia de mejora al servicio al cliente basado en benchmarking competitivo para las Servitecas en Villavicencio

Abstract

The automotive sector generates the biggest income for Colombia which makes a big impact for the country. Making Colombia the fourth country in Latin America with automotive production worldwide. The following research analyzed the automotive technical service centers that provide the following services; diagnostic, balancing, alignment and quick mechanic processes (oil change, pad change, suspension review, air and oil filter change) to demonstrate the competitiveness of each sector. This investigation is focused on conducting a competitive analysis to achieve results that contribute to the realization of strategies through the benchmarking process, and this way to increase competitiveness in the “Serviteca” sector. For this it was taken into consideration six key success factors which made it possible for the evaluation, measure, and the comparison of the competitive profiles between each of the companies. With obtained results through the qualitative data analysis and also the quantitative results that were achieved with tools (surveys and field journals) it was concluded that these companies offered these services in similar ways, however, there are differences at the time of their development, and they carry out the processes in times that vary depending on factors such as tools, equipment, operators, workspace and techniques. Resulting in strategies that have been developed in the shortcomings found through the competitive profile matrix to improve customer service in companies from the use of benchmarking as a tool for continuous improvement.