Commercial techniques to improve customer service

Main Article Content

María José Menéndez Ledesma
Magaly de Jesús Romo Álvarez

Abstract

The advance of digital platforms has transformed the shopping process, making it more accessible and practical. In this study, we seek to understand the preferences of customers of commercial premises of Malecón 2000 in the city of Guayaquil, both in their face-to-face and online shopping. The sample focused on customers between 20 and 40 years old, using a descriptive research with a quantitative approach through surveys in Google Forms.  The studies surveyed highlight different aspects of customer service and commercial techniques, while the results obtained underline the importance of direct interaction with merchants. They also highlight the need to improve product diversity and the online shopping experience to maintain market relevance in an increasingly competitive retail environment.

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How to Cite
Menéndez Ledesma, M. J., & Romo Álvarez, M. de J. (2024). Commercial techniques to improve customer service. Journal of Business and Entrepreneurial Studie, 8(3), 1–11. https://doi.org/10.37956/jbes.v8i3.369
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