ORGANIZATIONAL BEHAVIOR AND SERVICE QUALITY IN THE COMMERCIAL AREA OF A FINANCIAL INSTITUTION

At the business level, organizations face various technological, structural, and human challenges that must be overcome. To this end, it is necessary to establish an organizational culture that provides a favorable environment for achieving objectives, as well as to promote the empowerment of employees through continuous training programs, which is reflected in the quality of service offered to customers. The purpose of this research was to measure the relationship between organizational behavior—understood as a body of knowledge oriented toward the study of human behavior in the workplace—and service quality, conceived as the judg ment or perception of consumers regarding its excellence. The study was carried out using a quantitative, correlational approach, which made it possible to analyze the degree of relationship between the variables. The population and sample consisted of 245 employees of a financial institution. The technique applied was a survey, and the instrument used was a structured questionnaire. The results showed a significant relationship between organizational behavior and service quality, constituting a systemic strategy that allows the organization to remain at the forefront of current changes, with employees as its central axis.