Diagnóstico de la gestión operativa y su incidencia en los altos tiempos de servicio al cliente en Bancolombia sucursal Viva Laureles
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Date
2025-12-11
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Corporación Universitaria Minuto de Dios – UNIMINUTO
Type
Monografía
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Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Abstract
La investigación evalúa la calidad del servicio y la experiencia del cliente en la oficina Bancolombia Viva Laureles, por medio de la valoración que los clientes hacen en términos de satisfacción respecto a los tiempos de espera, la calidad de la atención, y las condiciones del ambiente físico. La problemática había surgido en el incremento de quejas por demoras en la atención y las percepciones negativas sobre la eficiencia en el servicio presencial a pesar del avance digital de la entidad. Se desarrolló un enfoque mixto, al cruzar técnicas cualitativas y cuantitativas. Se aplicó una entrevista estructurada a clientes, y los datos obtenidos se procesaron en análisis descriptivo y en codificación temática, con el cumplimiento a la Ley 1581de 2012 sobre protección de datos personales. Los resultados demuestran que el 75% de los usuarios experimenta esperas mayores a 20 minutos, sobrepasando el tiempo máximo sugerido por la Superintendencia Financiera de Colombia. A pesar de que la mayoría tiene una actitud positivamente hacia la actitud del personal, hubo deficiencia en la resolución oportuna de las solicitudes; además, el 33%de los usuarios considera que las condiciones físicas del espacio (comodidad, ventilación y luminosidad) son mejorables. Se concluye que la satisfacción del cliente está condicionada por la interacción de factores operativos, humanos y ambientales. La optimización de los tiempos de atención, la capacitación del personal y la adecuación del espacio físico deben ser acciones necesarias orientadas a fortalecer la competitividad y confianza del consumidor financiero.
Abstract The research evaluates service quality and customer experience at the Bancolombia Viva Laureles branch, based on customer satisfaction ratings in terms of waiting times, quality of service, and physical environment conditions. The problem arose from an increase in complaints about delays in service and negative perceptions of the efficiency of in-person service, despite the entity's digital advances. A mixed approach was developed, combining qualitative and quantitative techniques. A structured interview was conducted with customers, and the data obtained was processed using descriptive analysis and thematic coding, in compliance with Law 1581 of 2012 on personal data protection. The results show that 75% of users experience waits of more than 20 minutes, exceeding the maximum time suggested by the Financial Superintendency of Colombia. Although most have a positive attitude toward the staff's attitude, there were deficiencies in the timely resolution of requests; in addition, 33% of users consider that the physical conditions of the space (comfort, ventilation, and lighting) could be improved. It concludes that customer satisfaction is conditioned by the interaction of operational, human, and environmental factors. Optimizing service times, training staff, and adapting the physical space are necessary actions aimed at strengthening competitiveness and consumer confidence in financial services.
Abstract The research evaluates service quality and customer experience at the Bancolombia Viva Laureles branch, based on customer satisfaction ratings in terms of waiting times, quality of service, and physical environment conditions. The problem arose from an increase in complaints about delays in service and negative perceptions of the efficiency of in-person service, despite the entity's digital advances. A mixed approach was developed, combining qualitative and quantitative techniques. A structured interview was conducted with customers, and the data obtained was processed using descriptive analysis and thematic coding, in compliance with Law 1581 of 2012 on personal data protection. The results show that 75% of users experience waits of more than 20 minutes, exceeding the maximum time suggested by the Financial Superintendency of Colombia. Although most have a positive attitude toward the staff's attitude, there were deficiencies in the timely resolution of requests; in addition, 33% of users consider that the physical conditions of the space (comfort, ventilation, and lighting) could be improved. It concludes that customer satisfaction is conditioned by the interaction of operational, human, and environmental factors. Optimizing service times, training staff, and adapting the physical space are necessary actions aimed at strengthening competitiveness and consumer confidence in financial services.
Description
Analizar la gestión operativa de la sucursal Bancolombia Viva Laureles para determinar su incidencia en los altos tiempos de servicio al cliente.
Keywords
Ambiente físico, Calidad del servicio, Experiencia del cliente, Satisfacción, Tiempos de espera, Physical environment, Service quality, Customer experience, Satisfation, Wait times