Importance of customer service as a factor of commercial preference in an pyme

Abstract

The purpose of this study was to analyze the perception of customers regarding the service provided by an SME that offers various services, for which 4 dimensions and 9 variables were considered, in the company dimension the variables (facilities, equipment and materials), the dimension variables (training, disposition and care provided), the Services dimension with the variables (compliance, responsiveness, flexibility, expectations) and the General Satisfaction dimension with the variable (meeting expectations), which may affect the perception of the service provided to customers and as a consequence in the commercial preference of the SME.

The present case study was carried out on workers of a multiservice company, whose main characteristic is not to have a main activity, but rather to provide all those services that their client companies demand, without specializing in a single one of them. For this reason, a multiservice company can offer cleaning, security, maintenance, hospitality, transportation services, among others, all to the same or different clients, Todolí A. (2015). This company is located in the central region of the state of Hidalgo, where information was obtained from the service provided by the company in question by electronic means, to its various clients, the investigation was carried out in the first half of the year 2020.

The research methodology, a mixed approach was used, because it allowed a better understanding of the phenomenon to be studied. On the one hand, qualitative elements were linked, product of the observation and the perception that the employees have about the service provided, after the analysis of the interviews carried out, it was possible to identify the variables that were used to prepare the questionnaire and apply it in the second quantitative stage, the results obtained through the application of surveys, in which the characteristics of the relationships between the variables were determined; Once these numerical data were obtained, they were quantified and subjected to statistical analysis.

The level of the research is descriptive and exploratory because it allows to relate factors to know the customer service provided by the multiservice company with the variables that infer in the satisfaction of its customers. In the results obtained, it is observed that the dimensions that have the greatest impact are those of Personnel, Service and Satisfaction in general in the perception of the customer service provided.

Given the nature of this case study, its results will only apply specifically to the investigated company and its particular circumstances, processes, personnel and context, so it will not be possible to establish patterns that can be applied in a generalized way.