Year: 2024
Type: article
Study design: Observational Study
Abstract: Introduction: Nowadays, companies dedicated to provide television, internet and telephony services are forced to be more innovative within an increasingly fierce market. Objective: To explore customer loyalty as a differentiating factor that provides competitive advantages in this fierce market, based on the particular case of an anonymous telecommunications company in Barranquilla. Methodology: A quantitative approach was used, with descriptive typology and non-experimental design, starting with surveys constructed on a Likert scale of five options, together with a set of statements through which, by telephone, the point of view of 96 customers was collected. As an analysis technique, a Rating Scale with two levels (low and high) constructed within the SPSS statistical program was used to classify the perception. Results: The score for customer service was highly favorable. Conclusions: According to the customers' perspective, the essential dimensions of quality: tangible elements, response time, offer and empathy, are an added value to the catalog of services offered by this company and, at the same time, directly influence their loyalty to it.
Source: Ad-gnosis
Authors: Universidad Autónoma del Caribe., MASSIELL MOLINARES ALVARADO, Luis Fernando CANTILLO NOVOA, Universidad Autónoma del Caribe
Institution: Universidad Autónoma del Caribe
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4402886253