Sales strategies to improve customer service in retail establishments during times of crisis

Abstract

Introduction: This study analyzes sales strategies and their impact on customer service in commercial establishments in the Flavio Alfaro parish, Manabí province, Ecuador, within a context marked by crises affecting the commercial dynamics and sustainability of local businesses. Materials and Methods: A mixed-methods, descriptive approach was used, employing customer surveys and interviews with business owners as data collection techniques. The data were processed using descriptive statistical analysis. Results: The results show that, although customers have a predominantly positive assessment of the service received, there are weaknesses in the systematic application of sales strategies and in the use of marketing tools, mainly associated with a lack of training. Discussion: The findings confirm that the absence of structured sales strategies limits improvements in customer service, coinciding with previous studies that highlight the importance of training and a customer-centric approach to strengthening commercial competitiveness. Conclusions: It is concluded that the implementation of customer-oriented sales strategies significantly influences the improvement of service quality, customer loyalty, and the sustainability of commercial establishments during times of crisis.