El potencial oculto de la voz del cliente: "Un estudio de emprendimientos exitosos del sector comercial de electrodomésticos en Guayaquil"

Abstract

This paper analyzes the importance of the voice of the customer in home appliance ventures in Guayaquil. The main objective is to understand how consumer feedback influences strategic decision making and business sustainability. For this purpose, a descriptive-exploratory methodology was implemented based on surveys directed to consumers and interviews with collaborators of the enterprises. The study reached a sample of 385 users and 3 representatives of successful ventures, who were consulted on their practices for collecting and using public opinion. The results revealed that, although many ventures recognize the importance of these suggestions, there are still deficiencies in the implementation of personalized strategies and in the optimization of customer service. Personalized attention, clear communication of promotions and product innovation were identified as key factors in improving customer satisfaction. It is concluded that verbal notifications and consultations allow us to know customer satisfaction, resolve doubts and analyze consumption patterns; quality products, payment facilities, personalized attention and promotions strengthen customer loyalty. Customer feedback drives the development of innovative strategies to improve customer satisfaction and the long-term competitiveness of the enterprise.