Factores que influyen en el éxito del servicio al cliente en las farmacias de Guayaquil

Abstract

This study analyzes the fundamental elements that influence the success of customer service in pharmacies in Guayaquil, taking into account the current competitive environment and the relevance of service quality in boosting customer loyalty. The main objective is to identify and assess the factors that influence consumer satisfaction in order to propose strategies that improve their purchasing experience and strengthen the position of pharmacies in the sector. To achieve this, a combined methodology was used, blending quantitative and qualitative techniques. Surveys were conducted with 385 regular pharmacy customers in Guayaquil, and interviews were held with leaders in the pharmaceutical sector, providing a more comprehensive and detailed perspective on service perception. The findings highlighted that logistical efficiency, staff training, and the integration of technology for inventory management and customer service are key elements that determine service perception. Furthermore, it was recognized that digitalization and social media engagement play a crucial role in enhancing communication and customer involvement. The study concludes that optimizing pharmacy services requires a comprehensive approach combining operational, technological, and human resource management strategies. It is recommended to continue research on service personalization and the sustainability of pharmaceutical management to improve the sector's competitiveness.