Análisis de los factores que influyen en la fidelización de clientes de pequeñas empresas del sector comercial de Machala

Abstract

Based on the history, it is evident that customer loyalty is essential for the stability and growth of any company and even more so in Machala with a fierce and competitive environment where large and increasingly powerful commercial chains compete with smaller companies. The present work will allow to know the elements that intervene in the loyalty of consumers and which strategies are appropriate to be carried out. For this reason, the research is considered of high relevance and transcendence; the objectives of the work are: To identify the influence of customer service on customer loyalty of companies in the commercial sector in Machala; to establish the loyalty strategies most used by small businesses in the commercial sector in Machala; to evaluate the main barriers faced by small businesses when implementing loyalty strategies. The approach of this research work is mixed, because it merged quantitative methods, such as surveys to current consumers of small businesses in the canton of Machala and interviews to small business owners. The main results revealed that users prioritize two aspects of customer service, friendliness and speed, over others, and that quality service has a direct relationship with the user's decision to return to the company.