Reordenamiento comercial del mercado municipal de jipijapa y su incidencia en la calidad de servicio al cliente.

Abstract

The present study addresses the problem of commercial reorganization of the Jipijapa municipal market and its impact on the quality of customer service, with the objective of analyzing how said reorganization affects consumer perception and satisfaction. The main variables investigated are commercial reorganization, evaluated in terms of space distribution and design, rules and regulations, and technology and digitalization; and the quality of customer service, measured through customer service, customer experience, and customer satisfaction. The methodology used includes a mixed approach, combining quantitative and qualitative techniques. Surveys will be conducted with customers and merchants to collect quantitative data on satisfaction and perception of the service, as well as in-depth interviews to obtain qualitative information about experiences and suggestions for improvement. In addition, direct observation of the market environment will be carried out to evaluate the current infrastructure and organizational conditions. The instruments used include structured questionnaires, interview guides and observation checklists. The research concludes that an effective commercial reorganization, which includes improvements in infrastructure, compliance with regulations and adoption of technologies, positively affects the quality of customer service, resulting in a more accessible, organized and efficient market, which in turn increases customer satisfaction and loyalty. Thus, the importance of a comprehensive approach in market reordering is highlighted to achieve a significant impact on the customer experience.