La calidad del servicio y su influencia en la fidelización de los clientes de la Distribuidora de consumos masivos Discedprom Cía.Ltda.

Abstract

In today's changing business environment, distributors are faced with a demanding panorama given that the sector is highly saturated and users have become more critical and selective in their purchasing decisions. Under these circumstances, quality has become indispensable and decisive for the success of commercial companies. Because of this, this research aims to determine the influence of service quality on customer loyalty at the mass consumption distributor Discedprom Cía. The methodology used is quantitative, descriptive-correlational in scope, with a non-experimental cross-sectional design. Data collection was carried out by means of a survey with a non-probabilistic sampling of 385 active clients during the last semester. The instrument used was a 32-question questionnaire, which has been validated as reliable by Cronbach's alpha test. The results show that the dimensions that are positioned with the greatest positive influence on customer loyalty are security (Rho 0.712) and empathy (Rho 0.742), while responsiveness (Rho 0.655), reliability (Rho 0.636) and tangible elements (Rho 0.558) have a moderate influence. In conclusion, the quality of service has a positive influence on the loyalty of the customers of Discedprom Cia. Ltda. with a strong relationship of 0.713. This shows that the better the customer's perception of the company, the greater the customer's loyalty or vice versa.