Análisis del impacto del servicio de postventa en la fidelización del cliente en empresas de electrodomésticos en la ciudad de Guayaquil, Ecuador, período 2021 a 2022.

Abstract

This paper addresses the analysis of the impact of after-sales service on customer loyalty in household appliance companies in the city of Guayaquil. The research is carried out within the framework of mixed methodology, it is descriptive, correlational; In addition, the information used is secondary, obtained from the database of the Superintendency of Companies, Securities, and Insurance. On the other hand, the SERVQUAL model was used to measure after-sales service in 384 customers taken as the object of study, while the dependent variable loyalty is measured by customer satisfaction indicators (CSAT), customer loyalty indicators (NPS) and Customer Loyalty Index (CLI); Hence, the chi-square statistical technique is adopted to estimate the incidence of after-sales service on loyalty. Among the findings within the inferential analysis, it was obtained as a result that (a) there is a moderate positive connection (0.630), it is observed that (b) the after-sales service coefficient and the loyalty coefficient are significant (<.001). Finally, it is concluded that the after-sales service affects customer loyalty in the appliance trading companies in the city of Guayaquil.