Factores para fortalecer la lealtad de clientes a proveedores de servicios de internet

Abstract

This research analyzes the factors that influence customer loyalty toward Internet service providers in the canton of Guayaquil. The need to address this issue arises from the sustained growth in demand for connectivity in the city and constant complaints from users about service quality, customer service, frequent interruptions, and high costs. The main objective is to identify the variables that influence customer loyalty, evaluate the effect of competition, and propose strategies to improve user retention. A mixed, descriptive, cross-sectional, and non-experimental methodology was applied. The sample consisted of 384 residential Internet users, selected through probabilistic sampling. The survey technique was used as the main data collection instrument. The results showed that speed, connection stability, price, and customer service are the factors that most influence the decision to stay with an Internet provider. In addition, a high customer turnover rate was identified in the sector, motivated by widespread dissatisfaction. It was concluded that providers should prioritize customer-centric strategies, invest in infrastructure, improve the technical and human quality of service, and strengthen their presence in digital channels to achieve sustainable user loyalty.