Marketing de servicios y su incidencia en la atención al cliente en las tiendas mayoristas del cantón Chone.

Abstract

The marketing of services is a discipline that comes from years ago focusing on the promotion and sale of intangible products, such as experiences, knowledge or skills today is considered a fundamental tool that helps to stand out in the market. The objective of this research is to determine how service marketing affects customer service in wholesale stores in the canton of Chone. Through this mixed study, some research designs were proposed such as exploratory, descriptive, deductive, transversal, observational, explanatory, field and bibliographic research. Likewise, a null hypothesis was proposed: “Service marketing does not affect customer service in wholesale stores in Chone county”, to finally present the alternative hypothesis: “Service marketing does affect customer service in wholesale stores in Chone county”. A Cronbach's coefficient of 0.885 was obtained, obtaining a minimum value that supports the applicability of the research. Similarly, a positive correlation was obtained for the studied variables, according to the Spearman coefficient, which evidenced that service marketing does indeed impact customer service in wholesale stores in the Cantón Chone, thus confirming the alternative hypothesis. An action plan was proposed to promote the strategies to be implemented in the wholesale stores, considering conducting satisfaction surveys, advertising on social media and websites, problem resolution, signage, and the implementation of missing products in the inventory.