La atención al cliente y su influencia en la competitividad de la microempresa "la patrona" de Manta 2024-2025.

Abstract

The main purpose of this research entitled "Customer service and its influence on the competitiveness of the microenterprise "La Patrona" of Manta 2024-2025" is to determine the influence of customer service on the competitiveness of the microenterprise "LA PATRONA" of Manta 2024-2025 The methodology used is correlational in scope, non-experimental and quantitative in design, data was collected through surveys applied to 382 people, using a questionnaire based on the Likert scale using the Servqual model to evaluate the quality of the service, while the Charterina model was used to measure competitiveness. The reliability of the instrument was analyzed using Cronbach's Alpha, which gave a result of 0.908, ensuring the consistency of the data revealed that there is a positive and significant influence of customer service on competitiveness. Dimensions such as reliability, responsiveness, empathy, security and tangible elements received a high rating. customers, highlighting its influence on customer satisfaction and loyalty. However, it was possible to note aspects for improvement, such as personalized attention and the appearance of the facilities. In the fourth chapter, an action plan was proposed to strengthen customer service, with strategies such as improvements in facilities, staff training and the implementation of feedback systems.