Resumen: Cuando las empresas comprenden las variables que impulsan la satisfacción de los clientes, pueden establecer mejores puntos de referencia y perfeccionar sus estrategias. En la actualidad, existe un crecimiento exponencial de las compras de ropa de moda a través de plataformas digitales. Esta investigación evalúa si la orientación a la moda rápida y a la moda lenta, la conciencia ambiental y las experiencias del producto, emocional y con el sitio web inciden sobre la satisfacción con la compra en línea. Además, se analiza la importancia y el rendimiento de las experiencias sobre la satisfacción. Las técnicas estadísticas utilizadas son un modelo de ecuaciones estructurales basados en mínimos cuadrados parciales y una matriz de importancia-desempeño. El diseño de investigación fue cuantitativo, explicativo y transversal, desarrollado en la frontera norte de México y aplicado a 539 compradores de ropa en plataformas web o aplicaciones digitales. Los resultados evidencian que solo la orientación a la moda lenta influye sobre la conciencia ambiental, a diferencia de la orientación a la moda rápida que no tiene efecto en ella, la conciencia ambiental tiene un impacto positivo sobre los tres tipos de experiencia y éstos inciden favorablemente sobre la satisfacción con la compra de ropa en línea. La matriz importancia-desempeño evidenció que la experiencia con el sitio web/app es el factor más relevante para la satisfacción en línea. En conclusión, la satisfacción con la compra en línea depende en gran medida de la experiencia con el sitio web.

Abstract: Companies that understand which variables drive customer satisfaction can establish stronger metrics and refine their strategies. Currently, there is an exponential growth in fashion shopping through digital platforms. Our research assesses if fast fashion and slow fashion orientation, environmental awareness, and product, emotional, and website experiences have an effect on satisfaction with online shopping. Moreover, the importance and performance of experiences on satisfaction is analyzed. Statistical techniques used are a structural equation model based on partial least squares and an importance-performance matrix. The research design was quantitative, explanatory, and cross-sectional, conducted in the northern border of Mexico and applied to 539 clothing shoppers on web platforms or digital applications. The results show that only the slow fashion orientation influences environmental awareness, unlike the fast fashion orientation that does not have an effect on it, environmental awareness has a positive impact on the three types of experience, and they favorably impact satisfaction with the purchase of clothing online. The importance-performance matrix revealed that the website/app experience is the most relevant factor for online satisfaction. In conclusion, satisfaction with online shopping is highly dependent on the website experience.

Resumen: Este artículo analiza el impacto potencial de los chatbots en el mejoramiento del servicio al cliente en la industria logística, evaluando el rendimiento de diez destacadas empresas en Colombia, Perú y Ecuador (zona CPE). Estas empresas, insertas en el sector de servicios logísticos, desempeñan un papel crucial en la cadena de suministro, ofreciendo servicios especializados que abarcan transporte, almacenamiento y otras áreas dentro de su actividad económica. El estudio, que incluyó a 1250 usuarios individuales tipo B2C (empresa a consumidor) de chatbots, se enfocó en analizar la efectividad de estas herramientas y su repercusión en la conformidad del cliente. Mediante análisis de regresión múltiple, se identificaron elementos fundamentales que inciden en la satisfacción del cliente, como la capacidad de abordar problemas, el conocimiento detallado de la empresa, la autonomía en la resolución de problemas, la precisión gramatical y la reputación general. Los resultados destacan el potencial de los agentes virtuales para mejorar significativamente la atención al consumidor en la logística, señalando su eficacia en la resolución de problemas, familiaridad con productos y servicios, autonomía en la resolución de problemas, corrección gramatical y recomendaciones de usuarios. Estos hallazgos son cruciales para el sector logístico, subrayando el papel transformador de los chatbots en la elevación de la satisfacción del cliente y la eficiencia operativa mediante la integración tecnológica.

Abstract: The article analyzes the potential effectiveness of chatbots on enhancing consumer service in the logistics industry, assessing the performance of ten prominent companies in Colombia, Peru, and Ecuador (CPE region). These companies, situated in the logistics services sector, play a crucial role in the supply chain, offering specialized services encompassing transportation, storage, and other areas within their economic activities. The study, involving 1250 individual B2C (business-to-consumer) users of chatbots, focused on analyzing the effectiveness of these tools and their impact on customer satisfaction. Through multiple regression analysis, key factors influencing customer satisfaction were identified, such as the ability to address issues, detailed knowledge of the company, autonomy in issue resolution, grammatical accuracy, and overall reputation. The results underscore the significant potential of chatbots to enhance customer service in logistics, emphasizing their effectiveness in issue resolution, familiarity with products and services, autonomy in issue resolution, grammatical correctness, and user recommendations. These findings are vital for the logistics sector, highlighting the transformative role of chatbots in elevating customer satisfaction and operational efficiency through technological integration.

Pesticide residues and heavy metal content of cassava, yam, cocoyam, potato, water yam and carrot were evaluated by gas chromatography-mass spectrometry and atomic absorption spectroscopy. The detected pesticide residues in the samples were 2,4-dichlorophenoxyacetic acid, glyphosate, hexachlorobenzene (HCB), dichlorobiphenyl, aldrin, endosulfan, profenofos, g-chlordane, carbofuran, biphenyl, heptachlor, lindane and t-Nonachlor. The concentration of HCB ranged between 0.0799 ± 0.06 mg/kg and 0.1596 ± 0.00 mg/kg, which was greater than the permitted maximum limit of 0.5 mg/kg established by the US Environmental Protection Agency. The concentration of aldrin and profenofos detected was lower than the predetermined maximum allowed limits. Endosulfan concentrations in cocoyam (0.2500 mg/kg) and potato (0.3265 mg/kg) were higher than the limits allowed by the Canadian Department of Industrial Research. The heavy metals detected in these samples include cobalt, nickel, lead, manganese, chromium, arsenic and mercury in at least one of the samples evaluated. There was not much difference between the concentration of cobalt in yam (0.036 mg/kg) and the maximum allowed concentration (0.043 mg/kg). Lead was detected in potatoes and carrots but was below detectable concentration in cassava, yam, cocoyam and water yam. Similarly, cocoyam was found to have a significant mercury content (0.658 mg/kg), but mercury content was below detectable concentrations in cassava, yam and water yam. SIGNIFICANCE: Heavy metal pollutants and pesticide residues can impair human health, and their presence in food can cause various illnesses and health issues. It is important to prevent exposure to these contaminants and ensure that food is safe by identifying and monitoring them. Farmers may provide consumers with more assurance that their products are safe by identifying and monitoring pesticide residues and heavy metal contamination in these food crops. Overall, it is crucial to find and monitor pesticide residues and heavy metal contamination in food to safeguard customer confidence, ensure legal compliance and preserve human health.

Resumo Los usuarios de internet en todo el mundo pasan un promedio de 2 horas y 25 minutos al día en las redes sociales, por lo que técnicas como el análisis del sentimiento son aplicadas a sus redes sociales, la cual es utilizada para la identificación y clasificación de las emociones empleadas en actividades como investigación de mercados, monitoreo de la reputación de marca, medición de la satisfacción del cliente, entre otros. Esta comunicación pretende determinar la importancia y utilidad del análisis de sentimiento a través de la minería de datos como una herramienta relevante para conocer tendencias de opinión y sentimiento de referentes comunicacionales. La metodología utilizada es de corte cualitativo bajo el método del estudio de caso. Se utilizó Twitter como fuente para la recopilación de información y para su análisis se empleó el software de minería de datos RapidMiner con el operador para análisis de sentimiento. Como parte de las conclusiones, se observa que es posible afirmar que el análisis del sentimiento a través de la minería de datos es una herramienta útil y valiosa para la toma de decisiones sobre las estrategias comunicacionales que pueden llevarse a cabo, no solo en el turismo sino en cualquier actividad que busque posicionarse en la mente del consumidor.

Abstract Internet users around the world spend an average of 2 hours and 25 minutes a day on social networks, so techniques such as sentiment analysis are applied to their social networks, which is used for the identification and classification of the emotions used in activities such as market research, brand reputation monitoring, customer satisfaction measurement, among others. This communication aims to determine the importance and usefulness of sentiment analysis through data mining as a relevant tool to know opinion trends and sentiment of communication referents.The methodology used is qualitative under the case study method. Twitter was used as a source for the collection of information and for its analysis the data mining software RapidMiner was used with the operator for sentiment analysis. As part of the conclusions, it is observed that it is possible to affirm that the analysis of sentiment through data mining is a useful and valuable tool for decision-making on communication strategies that can be carried out, not only in tourism, but in any activity that seeks to position itself in the mind of the consumer.

ABSTRACT The future projection of brick-and-mortar travel agencies is addressed based on the perspective of both online and traditional travel agency users. The study aimed to investigate if traditional agencies are technologically prepared to meet the requests of online consumers, finding out how travel agency consumers value their shopping experience both for the virtual and face-to-face channels and to determine the future of traditional agencies in Spain. After the literature review, a quantitative survey was conducted, and 879 survey forms were collected from travel agency consumers who during 2019 had purchased at least one product and/or service using a travel agency in Spain. After performing statistical data analysis using IBM SPSS; it is concluded that brick-and-mortar agencies should consider all existing sales channels so as not to be displaced and should develop omnichannel strategies. Regarding the evaluation of the consumer's shopping experience; the personalized treatment, the advice and the degree of comfort and security that traditional agencies provide are decisive; without considering the economic cost. Although OTA booking has become the most used booking channel; brick-and-mortar travel agencies have a future projection if they implement technology, specializing in niche markets to meet new consumer profiles.

RESUMEN Se aborda la proyección futura de las agencias de viajes presenciales considerando la perspectiva de usuarios de agencias online y presenciales. Los objetivos consistieron en averiguar si las agencias presenciales están tecnológicamente preparadas para atender las solicitudes de los consumidores online, averiguar la valoración de la experiencia que los consumidores de agencias de viajes otorgan al canal virtual y al presencial y determinar el futuro de las agencias presenciales en España. Revisada la literatura se desarrolló una metodología cuantitativa aplicando un cuestionario a consumidores de agencias de viajes que en 2019 hubiesen comprado en una agencia de España al menos un producto y/o servicio. Analizadas las 879 respuestas obtenidas con IBM SPSS se concluye que las agencias presenciales deberían considerar todos los canales de venta existentes para no verse desplazadas; desarrollando estrategias omnicanal. Respecto a la valoración de la experiencia de compra; el trato cercano, el asesoramiento y la comodidad y seguridad que las agencias presenciales brindan resultan decisivos, sin considerar el coste económico. Pese a que la agencia virtual es el canal de reservas más empleado; las agencias de viajes presenciales tienen proyección futura, si implementan tecnología para especializarse y permanecer próximas a los nuevos perfiles de consumidores.

ABSTRACT This study seeks to design and implement an innovative educational program at Banco Internacional, Ibarra headquarters, inspired by Disney's approach to service excellence, with the purpose of strengthening staff skills in providing customer services. To this end, a quantitative and qualitative approach is adopted with a longitudinal study design. Structured surveys are used with a sample of employees to evaluate perceptions about soft skills and organizational culture. The results support the effectiveness of the implemented program by revealing an increase in staff skills, improvements in customer orientation and adaptability. In this way, a positive impact is achieved on the organizational culture. These results support the effectiveness of the initiative and offer a solid basis for recommending the continuation of similar educational programs.

RESUMEN Este estudio busca diseñar e implementar un programa educativo innovador en el Banco Internacional, sede Ibarra, inspirado en el enfoque de excelencia en el servicio de Disney, con el propósito de fortalecer las habilidades del personal en la prestación de servicios al cliente. Para ello, se adopta un enfoque cuantitativo y cualitativo con un diseño de estudio longitudinal. Se utilizan encuestas estructuradas a una muestra de empleados para evaluar percepciones sobre habilidades blandas y cultura organizacional. Los resultados respaldan la efectividad del programa implementado al revelar un aumento en las habilidades del personal, mejoras en la orientación al cliente y la adaptabilidad. De esta manera se logra un impacto positivo en la cultura organizacional. Estos resultados respaldan la efectividad de la iniciativa y ofrecen una base sólida para recomendar la continuidad de programas educativos similares.

BACKGROUND: This study will elaborate on previous research investigating the relationship between project success (PS) (customer perception [CP], project characteristics [PC], project performance [PP], project team [PT]) and entrepreneurial performance (EP) (improved entrepreneurial action [IEA], company characteristics [CC]), and how project risk (PR) moderates this relationship. AIM: The aim of this study is to investigate the correlation between PS and EP, and how PR moderates the relationship. This way, a better understanding of organisational performance and the contribution that PS can make is established. SETTING: Survey data were collected from 369 South African project-oriented organisations. METHODS: The research design is a formal, ex post facto study, incorporating existing statistical measures between PS and EP, and how PR moderates this relationship. Linear regressions were used to investigate these complex correlations and explore possible causal relationships. These regressions demonstrated possible patterns of relationships that appear consistent with specific causal interpretations and inconsistent with others. RESULTS: Companies' characteristics or entrepreneurial activity is not significantly predicted by industry type or experience. Despite organisations initiating new projects, it does not necessarily imply innovation. Moreover, as most data came from people with less than 5 years in the field, it strongly indicated that lack of experience adversely affected the study. CONCLUSION: There's only partial consistency between the results and previous studies, as volatility, uncertainty, complexity, and ambiguity limit the reliability of project success. CONTRIBUTION: Practitioners and researchers can still benefit from the present study results despite its misalignment with previous research.

BACKGROUND: The financial services industry in South Africa has undergone many changes that have given birth to fintechs. Most of these changes are driven by the advent of technology and evolving customer expectations. Fintechs have led to process disruptions and business model transformations, yet their implications have yet to be sufficiently studied. Therefore, it is essential to close this knowledge gap by investigating the impact of fintechs on this industry. OBJECTIVES: This research aimed to investigate the impact of fintechs in the financial services industry in South Africa. METHOD: A qualitative study was conducted in which 18 industry experts were interviewed using semi-structured interviews. The interviews were audio-recorded and transcribed for data analysis. ATLAS.ti 22 was used to organise and analyse data. RESULTS: Fintechs increase competition for the incumbents, reduce profits, expose the inability of the incumbents to be agile and introduce new regulatory risks in the financial services industry. In contrast, fintechs have also brought some positive changes into the industry: financial inclusion, new growth opportunities, increasing choices for consumers and making the industry more competitive, reducing costs, customising financial services, bringing convenience and forcing incumbents and regulators to become more innovative. CONCLUSION: This study uncovered the positive and negative effects of fintechs in financial services in South Africa. CONTRIBUTION: The study will benefit academia by expanding the body of knowledge about fintech research and improving the holistic understanding of this field in emerging economies, which can inspire future research on fintech and its application.

PURPOSE: This article establishes a connection between entrepreneurial orientation (EO) and firm performance, exploring the mediating effects of knowledge-based capabilities (KBC), social media use capabilities (SMUCs) and customer relationship management capabilities (CRMCs), with moderation by environmental dynamism (ED). Utilising the resource-based view (RBV) framework and a mediation moderation model, the research empirically explores these connections DESIGN/METHODOLOGY/APPROACH: Data were gathered via a survey from 900 listed firms in Ethiopia and China, spanning manufacturing and service industries. The questionnaire underwent translation into Chinese and Amharic from English. A quantitative approach, utilising convenience sampling for survey distribution, was employed. SPSS 24 software facilitated mediation analysis, revealing no concerns related to discriminant validity FINDINGS/RESULTS: The findings affirm the positive impacts of EO on KBC, SMUC and CRMC in China, while only on SMUC in Ethiopia. In addition, a positive mediation of KBC, SMUC and CRMC between EO and firm performance. Additionally, ED moderated the link between SMUC, CRMC and firm performance PRACTICAL IMPLICATIONS: Our study recommends that policymakers and managers should invest in training programmes and information technology, organising workshops to educate staff on the effective use of social media tools. This investment holds substantial potential for dynamically transforming business models, processes and customer trends ORIGINALITY/VALUE: This study adds to the current body of knowledge by exploring EO-firm performance correlation, incorporating the mediating effects of KBC, SMUC and CRMC while considering the moderating influence of ED

Resumen El presente trabajo se realizó en las cinco poblaciones más grandes del Istmo de Tehuantepec México, el objetivo del artículo es evaluar la percepción de la calidad de los servicios ofrecidos por las televisoras de paga. Los objetivos específicos buscaban identificar los componentes de calidad que determinan la satisfacción de los clientes externos de las empresas televisoras e identificar los factores que influyen en su comportamiento a la hora de contratar el servicio; los resultados arrojaron que el 57.44% de los clientes están satisfechos con los servicios brindados, se determinaron los rasgos básicos de los elementos que dan como resultado la satisfacción del cliente, el porcentaje de aprobación por elementos evaluados son: tangibilidad 60.81%, fiabilidad 57.82%, respuesta 55.15%, seguridad 57.83%, empatía 56.04% de aprobación, se encuestaron a 920 personas y el 31.18% de ellos no contratan un servicio televisivo. Los hallazgos encontrados señalan que las personas están satisfechas con el servicio brindado por las televisoras.

Summary The present work was carried out in the five largest populations of the Isthmus of Tehuantepec Mexico, the objective of the article is to evaluate the perception of the quality of services offered by pay television. The specific objectives sought to identify the quality components that determine the satisfaction of external customers of television companies and identify the factors that influence their behavior when to hire the service; the results showed that 57.44% of the clients are satisfied with the services provided, the basic features of the elements were determined that result in customer satisfaction, the percentage of approval by elements evaluated are: tangibility 60.81%, reliability 57.82%, response 55.15%, security 57.83% empathy 56.04% approval, 920 people were surveyed and 31.18% of them they do not hire a television service. The findings found indicate that people are satisfied with the service provided by the television stations.

ABSTRACT In the world (and especially in Peru), e-commerce is currently in constant growth and adoption by entrepreneurs, due to the abrupt change that companies have had to face as a result of the global pandemic caused by Covid-19 in order to properly manage their sales. The main purpose of this research was to determine the impact of e-commerce on sales management in Gamarra Commercial Emporium (Lima-Peru) during 2021. Each of the study variables was subdivided into three dimensions for better understanding; for example, the e-commerce variable was subdivided into sales channel, digital advertising and information systems; while, on the other hand, the sales management variable was broken down into customer service, customer satisfaction and distribution. Methodologically, the research was developed under the quantitative approach, explanatory scope and used the non-experimental correlational-causal cross-sectional design; the participants were 100 micro-entrepreneurs from the commercial area under study, specifically linked to formal companies that make use of e-commerce, who were administered a questionnaire of 18 items with valuation alternatives in the form of the Likert scale. After the processing and analysis of the information, the existence of a significant impact between e-commerce and sales management was found (p < .05), because after using linear regression a test coefficient of 0.752 was obtained.

RESUMEN En el mundo (y sobre todo en el Perú), actualmente el comercio electrónico se encuentra en constante crecimiento y adopción por parte de los empresarios, debido al cambio abrupto que las empresas han tenido que enfrentar a raíz de la pandemia mundial ocasionada por la Covid-19 para poder gestionar adecuadamente sus ventas. El propósito principal de esta investigación fue determinar el impacto del comercio electrónico en la gestión de ventas en el Emporio Comercial de Gamarra (Lima-Perú) durante el 2021. Cada una de las variables del estudio fue subdividida en tres dimensiones para una mejor comprensión; por ejemplo, la variable comercio electrónico se subdividió en canal de ventas, publicidad digital y sistemas de información; mientras que, por otra parte, la variable gestión de ventas fue desglosada en atención al cliente, satisfacción del cliente y distribución. Metodológicamente, la investigación se desarrolló bajo el enfoque cuantitativo, alcance explicativo y utilizó el diseño no experimental transeccional correlacional-causal; los participantes fueron 100 microempresarios de la zona comercial objeto de estudio, específicamente vinculados a empresas formales que hacen uso del comercio electrónico, a los cuales se les administró un cuestionario de 18 ítems con alternativas de valoración bajo la forma de la escala de Likert. Luego del procesamiento y análisis de la información, se constató la existencia de un impacto significativo entre el comercio electrónico y la gestión de ventas (p < .05), debido a que luego de usar la regresión lineal se obtuvo un coeficiente de prueba de 0.752.

ABSTRACT Production and service capabilities are variables that influence decision-making in business management. Capacity management has become a tool that interrelates the company and countries with the demand forecast. This article aims to expose how the comprehensive analysis of capabilities in logistics systems is used as the basis for business management decision-making. For this, the Second Generalization of Capacity Calculation (SGCC) is presented as a mathematical formulation for the calculation of the capacities of any logistic process and system; this is the fundamental contribution of this work. For validation of the SGCC as a general algorithm for every type of process, 24 study cases of different characteristics, contexts, and countries were applied to this formulation. As casuistic evidence, the case of the dairy industry is exemplified; here the algorithm is used to decide the possibility of developing new products and as support for the technical phase of the investment analysis, always with the objective of satisfying current and future customer demand.

RESUMEN Las capacidades de producción y servicios son variables que influyen en la toma de decisiones en la gestión empresarial. La gestión de las capacidades se ha convertido en los últimos años en una herramienta que interrelaciona a la empresa y los países, con la previsión de la demanda. Este artículo tiene como objetivo exponer cómo el análisis integral de las capacidades en los sistemas logísticos se emplea como base de la toma de decisiones de gestión empresarial. Para ello, se presenta la Segunda Generalización del Cálculo de Capacidad (SGCC) como formulación matemática para el cálculo de las capacidades de cualquier proceso y sistema logístico, constituyendo esto uno de los aportes fundamentales de este trabajo. Para la validación de la SGCC como algoritmo general, se listan 24 casos de estudios de diferentes características, contextos y países donde fue aplicada esta formulación. Como evidencia casuística, se ejemplifica el caso de una industria de lácteos donde se emplea el algoritmo para decidir sobre la posibilidad de desarrollar nuevos productos y como soporte a la fase técnica del análisis de inversiones, siempre con la meta de satisfacer la demanda de los clientes actuales y futuros.

Resumen El objetivo de la presente investigación fue comparar empíricamente los métodos de análisis de brechas e importancia-valoración, usados para medir la calidad del servicio, en términos de su conveniencia para facilitar la toma de decisiones orientada a promover la satisfacción del cliente. El estudio se enfocó en el caso de una empresa municipal monopólica, distribuidora de agua potable. Se utilizó el modelo SERVQUAL, que permite la aplicación concurrente de ambas técnicas de análisis. Los resultados mostraron que cada técnica proporciona información diversificada, lo que podría complicar el proceso de toma de decisiones, en caso de que se dependiera exclusivamente de una de ellas. Integrando la revisión bibliográfica con el estudio empírico, se concluye que ambas técnicas son complementarias. Cada una aporta una perspectiva diferente, y juntas pueden ofrecer una base más sólida para la toma de decisiones. Este hallazgo tiene implicaciones prácticas para la medición de la calidad del servicio en organizaciones que operan en mercados monopólicos, ya que sugiere que combinar diferentes métodos de análisis puede proporcionar una visión más completa y útil para mejorar la calidad del servicio.

Abstract The aim of this research was to empirically compare the gap analysis and importance-valuation methods used to measure service quality, in terms of their suitability to facilitate decision-making aimed at promoting customer satisfaction. The study focused on the case of a monopoly municipal company that distributes drinking water. The SERVQUAL model was used, which allows the concurrent application of both analysis techniques. The results showed that each technique provides diversified information, which could complicate the decision-making process, in the event that one of them was exclusively dependent. Integrating the bibliographic review with the empirical study, it is concluded that both techniques are complementary. Each brings a different perspective, and together they can provide a stronger foundation for decision-making. This finding has practical implications for the measurement of service quality in organizations operating in monopolistic markets, as it suggests that combining different analysis methods can provide a more complete and useful insight to improve service quality.

Resumen La presente investigación tuvo como objetivo determinar la relación que existe entre la calidad de servicios con la satisfacción y la lealtad de los clientes de la empresa Grupo de Alimentos SAC. El tipo de investigación fue básica, con un enfoque cuantitativo, se consideró un nivel de investigación descriptivo correlacional y un diseño no experimental. La técnica utilizada fue la encuesta aplicada a 135 clientes. Luego de analizar los datos se determinó que la correlación entre la calidad de servicio y la satisfacción del cliente es de un p - valor = 0.000 y Rho = 0.467 que demuestra una relación significativa positiva media; y se determinó la correlación entre la calidad de servicio y la lealtad del cliente de un p - valor = 0.000 y Rho = 0.466 que también demuestra una relación significativa positiva media. Los resultados permitieron evidenciar que al realizar esfuerzos por mejorar la calidad de servicio impactará en la satisfacción y la lealtad de los clientes.

Abstract This research seeks to determine the relationship between the quality of service with customer satisfaction and loyalty, the participants in this study were 135, the type of research was basic, with a calculated approach, a descriptive correlational level of research and a non-experimental design. The technique used was the survey; After analyzing the data, the coincidence between the quality of service and customer satisfaction is extended by a p - value = 0.000 and Rho = 0.467, which shows a significant positive average relationship; a p - value = 0.000 and Rho = 0.466 that demonstrates a mean positive significant relationship; The results indicate that making efforts to improve the quality of service will have an impact on customer satisfaction and loyalty.

Resumen Los establecimientos de la rama ferretera forman parte del conjunto de negocios que ofrecen servicios a personas particulares y compañías dedicadas al sector de la construcción de obras civiles. Estos establecimientos han venido incorporándose al sistema económico de una manera creciente, atendiendo la demanda de consumidores sensibles y cada vez más exigentes en materia de atención, por lo que se han visto en la necesidad de adoptar medidas que le ayuden a prestar un mejor y más eficiente servicio. Partiendo de ese hecho, el objetivo del estudio fue evaluar la calidad del servicio de atención al cliente de la empresa ferretera Ferreleczam. Desde el punto de vista metodológico se abordó como una investigación mixta, a partir de la aplicación de una encuesta a una muestra conformada por 450 compradores del referido establecimiento comercial. Se encontraron algunas debilidades en atención al cliente y la gestión de ventas, lo que permite concluir que es necesario diseñar estrategias para mejorar sustancialmente la atención que la empresa oferta a cada uno de sus clientes.

Abstract The establishments of the hardware industry are part of the set of businesses that offer services to individuals and companies dedicated to the construction sector of civil works. These establishments have been incorporating into the economic system in a growing way, meeting the demand of sensitive and increasingly demanding consumers in terms of care, for which, they have seen the need to adopt measures that help them provide a better and more efficient service. Based on this fact, the objective of this study is to evaluate the quality of care that the hardware company Ferreleczam provides to its customers. From the methodological point of view, it was approached as a mixed investigation, based on the application of a survey to a sample made up of 450 buyers of the aforementioned commercial establishment. Some weaknesses were found in customer service and sales management, which allows us to conclude that it is necessary to design strategies to substantially improve the attention that the company offers to each of its customers.