Factors that influence the success of customer service in pharmacies in Guayaquil
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Abstract
This study analyzes the key factors that influence the success of customer service in pharmacies in Guayaquil, taking into account the current competitive environment and the importance of service quality in fostering customer loyalty. The main objective is to identify and evaluate the factors that influence customer satisfaction, with the aim of proposing strategies to improve the customer shopping experience and strengthen the position of pharmacies in the sector. To this end, a combined methodology was used that integrates quantitative and qualitative techniques. Surveys were conducted with 385 regular customers of pharmacies in Guayaquil, and interviews were held with leaders in the pharmaceutical sector, providing a more comprehensive and detailed perspective on service perception. The findings indicated that logistical efficiency, staff training, and the incorporation of technology for inventory management and customer service are key factors that determine service perception. Furthermore, it was recognized that digitization and engagement on social media play a fundamental role in improving communication and customer engagement. The study concludes that optimizing service in pharmacies requires a comprehensive approach that combines operational, technological, and human talent management strategies. Further research is recommended on service personalization and the sustainability of pharmaceutical management to enhance the sector’s competitiveness.
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