Impact of digital marketing on customer service in commercial microenterprises in Guayaquil and La Libertad.
DOI:
https://doi.org/10.37467/revtechno.v15.5101Keywords:
Financing, Microenterprises, Entrepreneurship, customer serviceAbstract
The objective of this study is to analyze the impact of marketing strategies on customer service. The research was conducted with a quantitative, descriptive and cross-sectional approach, and a survey was used as a research technique. Probabilistic sampling was applied to select a group of microenterprises in the cities of Guayaquil and La Libertad. The most important results reveal that the quality of customer service is essential, being considered part of the marketing strategies that allow economic development and therefore a better positioning in the market, for this reason it is essential to continue with its application; that is, it is necessary to continue training the staff as a strategy for strengthening continuous improvement, in order to meet the management indicators and business objectives.
References
Bowman, C. (2015). Strategic Management (Second ed.). México: Prentice-Hall Hispanoamericana, S.A.
Bricio, K., Calle, J., & Zambrano, M. (2018). Digital marketing as a tool in job performance in the Ecuadorian environment: a case study of graduates from the University of Guayaquil. Universidad y Sociedad, 10(4 ), 103-109. Retrieved from http://rus.ucf.edu.cu/index.php/rus
Cevallos, T., Bastidas, M., Fierro, A., & Ordoñez, E. (2019). Indicators to measure service quality and protocol and etiquette standards, applying the servqual model in the Tapas&Topes restaurant, in Puyo, Pastaza Province. Ciencia Digital, 3(1), 75-91. doi:10.33262/cienciadigital.v3i1.263.
Galindo-Dominguez, H. (2020). Statistics for non-statisticians. A basic guide to quantitative methodology in academic papers. Alcoy: 3 Ciencias Area de Innovación y Desarrollo S.L. doi:10.17993/EcoOrgyCso.2020.59.
Garcia, A. (2016). Service culture in customer service optimization. Telos, 18(3), 381-398.
National Institute of Statistics and Census - INEC. (May 2023). Directory of Companies. Retrieved from Ecuador en Cifras: https://www.ecuadorencifras.gob.ec/directoriodeempresas/
Jacobson, J., Gruzd, A., & Hernández, Á. (2020). Social media marketing: Who is watching the watchers? Journal of Retailing and Consumer Services, 53, 1-12. doi:10.1016/j.jretconser.2019.03.001.
Jones, C., Alderete, M., & Motta, J. (2013). E-commerce adoption in Micro, Small and Medium-sized commercial and service companies in Córdoba, Argentina. Cuadernos de Administración, 29(50), 164-175.
Kotler, P. (2012). Marketing Management (Twelfth ed.). Mexico, Mexico: Pearson.
Lavanda, F., Martinez, R., & Reyes, J. (2021). Digital Marketing Strategies in Mypes and Post Pandemic Buying Behavior in Peru. International Journal of Business and Management Invention (IJBMI), 10(5), 11-19. doi:10.35629/8028-1005021119.
López, O., Beltrán, C., Morales, R., & Cavero, O. (2018). Digital marketing strategies through social networks in the context of SMEs in Ecuador. CienciAmerica, 1-18. Retrieved from https://dialnet.unirioja.es/servlet/articulo?codigo=6553438
Mejía, F., & Ascencio, K. (2020). Effectiveness of e-commerce as a marketing tool for SMEs dedicated to the sale of clothing and clothing accessories located in Guayaquil. In Cultura de consumo y tendencias de Marketing en Guayaquil (pp. 107-139). Cuenca: Editorial Universitaria Abya-Yala.
Mendoza, C., & Ramos, Y. (2020). Evaluation of service quality using qualitative and quantitative indicators in the banking sector. Dominance of Sciences, 6(3), 950-966. doi:10.23857/dc.v6i3.1327.
Montoya, C., & Boyero, M. (2013). The crm as a tool for customer service in the organization. Visión de Futuro, 130-151.
Pierrend, S. (2020). Customer Loyalty and Customer Retention: Trend Demanded Today. Management in the Third Millennium, 23(45), 5-13. doi:10.15381/gtm.v23i45.18935.
Ponce, J., Palacios, D., Cedeño, V., Villafuerte, W., Villamarín, W., & Álvarez, C. (2020). Digital marketing and its impact on city brand positioning: Manta - Ecuador. FIPCAEC, 5(17), 27-59. doi:doi.org/10.23857/fipcaec.v5i5.184.
ROCKCONTENT (May 28, 2019). Learn the main advantages of Digital Marketing and why it is an investment and not an expense for companies. Retrieved from https://rockcontent.com/es/blog/ventajas-del-marketing-digital/
Rodriguez, C., Camargo, P., González, J., & Gorrín, J. (2015). Advantages and disadvantages of digital marketing. Revista Convicciones, 2(3), 24-30.
Salazar, A., Alvarado, L., Vega, L., & Salaiza, F. (2020). Service indicators in small and medium-sized restaurant businesses in mexico: a comparative approach. Telos: journal of Interdisciplinary Studies in the Social Sciences, 22(3), 551-566. doi:10.36390/telos223.06
Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48, 64-78. doi:10.1007/s11747-019-00693-3.
Vera, N., & Collins, N. (2018). Customer service as a philosophy and positioning factor for cab cooperatives. INNOVA RESEARCH JOURNAL, 3(2), 71-82. doi:10.33890/innova.v3.n2.2018.413.
Viteri, L., Maldonado, W., & Bernal, C. (2022). Digital marketing in family microenterprises in Guayaquil in the post-pandemic. 593 Digital Publisher CEIT, 7(3), 160-175. doi:10.33386/593dp.2022.3-1.1131.
Downloads
Published
Issue
Section
License
All articles are published under an Attribution-NoDerivatives 4.0 International (CC BY-ND 4.0) license. Authors retain copyright over their work.
