ESTRATEGIAS DE ATENCIÓN AL CLIENTE PARA EL LOCAL COMERCIAL “SUPER HOGAR” UBICADO EN EL CANTÓN ARCHIDONA.

Abstract

The research work arises from the need to improve customer service, as the lack of customer service strategies has caused dissatisfaction among customers of the commercial establishment "Super Hogar," located in the Archidona canton. This negatively impacts customer satisfaction and business profitability. A mixed methodology was used, including a SWOT analysis, surveys of 379 customers, and interviews with the owner to assess the current state of service.The results revealed that less than 40% of customers were satisfied with the service received, the waiting time, and the relationship between price and product quality. Additionally, more than 60% considered it important to implement improvement strategies. Among the business's main strengths are its strong market acceptance and product variety, while its weaknesses include a lack of staff training and the absence of advertising.As a solution, a strategy manual was developed, proposing staff training and improved communication with customers. Implementing these strategies is expected to increase customer satisfaction, loyalty, and market positioning.