La calidad de servicio de atención al cliente en las empresas comerciales del cantón Machala: caso de empresas de electrodomésticos.

Abstract

This study focuses on analyzing the quality of customer service in commercial appliance companies in Machala, aiming to assess consumer perceptions and their impact on customer loyalty and satisfaction. The research examines five key companies in the sector: L.G, MCX, CCS, G.H and ATF, applying the SERVPERF model, which evaluates service quality through five key dimensions: tangibles, reliability, responsiveness, assurance, and empathy. A descriptive and correlational study was conducted, employing qualitative and quantitative methods. Structured surveys were administered to 158 consumers, with questions designed to assess their perception of the service quality received in these companies. The results indicate that while companies show an acceptable level of service quality, there are areas for improvement, particularly in the security and empathy dimensions. Additionally, a significant percentage of customers believe that fairness in customer service and the fulfillment of promotions could be improved. Based on these findings, it is recommended that companies implement both monetary and non-monetary motivational strategies to strengthen customer satisfaction and loyalty, while also enhancing the sector’s competitiveness.