ANALISIS DE LA CALIDAD DEL SERVICIO Y LA SATISFACCIÓN DEL USUARIO EN LOS MUSEOS DE SUCRE

Abstract

Tourism in the city of Sucre dates back to colonial times, however, institutionally, tourism in Sucre has been considered a priority activity since the 1970s. Since then, the tourist flow has increased, with museums as the main tourist focuses. Sucre is the city with the largest number of museums in Bolivia. The objective of this research is to analyze the quality and satisfaction of the museum service in the city of Sucre, using the quantitative approach, with the type of descriptive research, the method was used analytical, bibliographical and statistical where the survey technique was applied, identifying a population of 107,705 annual visitors in the city of Sucre, 80.85% are national visitors and 19.15% are foreigners. The sampling used was probabilistic, without replacement and stratified, obtaining a total of 383 surveys. The level of quality and satisfaction of the museum service in the city of Sucre was analyzed using the Quality Service Quality Assessment Model (SERVQUAL) considering five dimensions: Empathy, Reliability, Security, Responsiveness and Tangible Elements, evaluated in a five- point Likert scale, thus making up the instrument with 56 items. Through the Service Quality Index (ICS), the results obtained determined that: As for domestic tourists, the Perceived Quality Index of the global museum service is -0.61. Therefore, the quality of museum service provision in the city of Sucre presents significant deficiencies, establishing gaps between what service clients expect to receive and what they actually receive. Regarding foreign tourists, the Perceived Quality Index of the global museum service is 0.51. Therefore, the quality in the provision of museum services in the city of Sucre is presented as a quality service, establishing positive gaps between what customers expect to receive and what they actually receive, exceeding their expectations.