How does customer service most affect a company's sales?
DOI:
https://doi.org/10.52428/20758960.v16i40.1135Keywords:
ventas, atención al cliente, creación de contenido, PublicidadAbstract
In our current environment, sales revolve around how the customer is treated in their purchasing process, so if one does not have a good experience within this action, the company may incur losses of up to more than 100,000 dollars (without exaggeration). This occasion happens a lot with most companies, leading to a lost customer. That's what this research is about, how a good or bad customer experience can affect revenue to a greater degree than expected and how you can attract new customers through sales and marketing strategies. Not counting the training that each employee receives before starting customer service.
Downloads
References
De Keyser, A., & Kunz, W. H. (2024). "Human vs. AI: How customer service automation affects satisfaction". Journal of Service Management, 35(1), 78-102. https://doi.org/10.1108/JOSM-05-2023-0191
Homburg, C., et al. (2022). The role of digitalization in the customer experience journey". Journal of the Academy of Marketing Science, 50(3), 511-535. https://doi.org/10.1007/s11747-021-00830-x
https://doi.org/10.1007/s11747-021-00830-x DOI: https://doi.org/10.1007/s11747-021-00830-x
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Wiley.
Lovelock, C., & Wirtz, J. (2011). Servicios: Marketing, personas, tecnología y estrategia (7a ed.). Pearson.
Macía, F. (2022). Estrategias de marketing digital (3a ed.). Ediciones Anaya Multimedia. https://es.scribd.com/document/470417011/Estrategias-de-marketing-digital-Social-Media
Merlos, E., Acosta, B., & Amaya, C. (s.f.). Manual de marketing digital para emprendedores. https://infolibros.org/pdfview/manual-de-marketing-digital-para-emprendedores-enrique-merlos-beatriz-acosta-claudia-amaya-168/
Pineda, E., Alvarado, E., & Hernández, F. (1986). Metodología de la investigación (3a ed.). Organización Panamericana de la Salud.
Suárez Rodríguez, O. (Coord.). (2020). Marketing digital y estrategias de negocios para el posicionamiento competitivo de las empresas. Editorial UTEG. https://www.uteg.edu.ec/wp-content/uploads/2022/10/L4-2020.pdf
Voorhees, C. M., et al. (2021). Service encounters, experiences and the customer journey: Defining the field and a call for future research". Journal of Business Research, 125, 196-214. https://doi.org/10.1016/j.jbusres.2020.12.037
https://doi.org/10.1016/j.jbusres.2020.12.037 DOI: https://doi.org/10.1016/j.jbusres.2020.12.037
Zamora, A. (s.f.). Marketing digital orientado a la experiencia de usuario. https://infolibros.org/pdfview/marketing-digital-orientado-a-la-experiencia-de-usuario-andrea-zamora-168/
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Cristian Fernando Lima Guardia
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License 4.0 that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
