Resumen de Impact of digital marketing on customer service in commercial microenterprises in Guayaquil and La Libertad.
Sofia Lovato Torres, Marjorie Acosta Véliz, Jose Manuel Asanza Moreira, Gissela Saltos Santana
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.
