Los indicadores claves de desempeño (KPI´s) en el servicio posventa: caso empresas de retail de la ciudad de Machala

Abstract

In the competitive retail landscape of Machala, post-sales service has evolved into a strategic pillar for brand differentiation and customer loyalty. This research examines the influence of Key Performance Indicators (KPI´S) on customer satisfaction, highlighting how their effective use enables process optimization, expectation management, and emotional connection with clients. Using a mixed-methods approach—quantitative analysis through customer surveys (n=400), Pearson correlations, and multiple linear regression in SPSS, alongside qualitative insights from interviews with post-sales service leaders analyzed using NVivo—the study revealed that indicators such as on-time delivery, first-contact resolution, and staff technical expertise have a strong positive correlation (r > 0.6) with customer satisfaction. Findings suggest that KPI´S should not be perceived as mere operational metrics but as strategic levers to drive customer-centric improvements, personalize service experiences, and foster long- term loyalty. The study also proposes actionable strategies for local retail businesses to integrate digital tools, real-time analytics, and a human-centered approach into their post-sales management. This research offers a practical framework for retail companies in Machala to transition towards a more intelligent, proactive, and emotionally attuned post-sales service model, aligned with the expectations of today’s empowered consumer.