Relación entre la calidad de servicio y fidelización del cliente en la empresa comercial “Casa Bahia S.A” Machala.

Abstract

This article studies the relationship between service quality and customer loyalty in the company Casa Bahía S.A. located in the city of Machala; It seeks to determine the link that exists between the quality of the service and customer loyalty, for this the quality of the service offered is measured, loyalty strategies are designed and training is proposed for employees; The research consists of descriptive - explanatory methods where the results are obtained qualitatively (interviews with the manager of the Casa Bahía company) two methods are proposed for loyalty: 1) cash back, 2) direct payment; In addition, training days on customer service are planned