La calidad de servicio como factor clave en la competitividad de las pymes del cantón Jipijapa.

Abstract

The quality of service from social and business approaches determines how efficient it is, to measure customer satisfaction in organizations, from critical aspects in the service cycle to the effectiveness of SMEs to achieve competitiveness, due to this new era of tools in business management, SMEs must be prepared to face regulations to satisfy consumers, generate profitability and stay in the market with differentiating advantages throughout the service quality process. The following investigative work has as its premise to determine to what extent the quality of the service affects as a key factor in the competitiveness of the SMEs of the Jipijapa canton, based on a qualitativequantitative study, with a documentary, descriptive, field, correlational design, non-experimental, and through a survey structured with a comparative Likert scale, validated with the Cronbach coefficient, obtaining a value of 0.957, which supports its effectiveness. Data processing was carried out, which demonstrated the high degree of correlation of the variables studied according to the Spearman coefficient, which supports the quality of service if it affects as a key factor in the competitiveness of SMEs in the Jipijapa canton, thus giving evidence of the feasibility of the alternative hypothesis. To counteract this problem, we direct a proposal for research that consists of the Design of a Marketing Plan for the quality of service of the SMEs of the Jipijapa canton, which will serve as a reference in the management of the companies, through the strengthening of the knowledge in the practice of the service to improve processes and encourage a culture of market research to meet existing demand.