Calidad en Atención al Cliente y su Incidencia en el Posicionamiento de Pastelerías de Guayaquil

Abstract

Customer service, more than a strategic tool, emerges as a key differentiator for bakeries in Guayaquil. This study employed qualitative and quantitative methods, interviewing owners and surveying 386 individuals. Results indicate that the quality of customer service plays a fundamental role in positioning these bakeries in the national market. Specialized and personalized treatment fosters loyalty and satisfaction among customers. The need to invest in strategies and training for staff is emphasized, contributing to strengthening the position and reputation of the bakeries in the market.