Planeación Estratégica para mejorar el servicio al cliente en el Taller Automotriz “ServiExpress”, Quevedo

Abstract

Automotive workshops play an important role in the maintenance and repair of motor vehicles, guaranteeing their optimal functioning and prolonging their useful life, as fundamental contributions to road safety and customer satisfaction. Currently, the development of technologies, innovations in service and the improvement of relationships with customers constitute global challenges that impact their competitiveness and sustainability, reflected on a local scale in the “ServiExpress” workshop in the Ecuadorian city of Quevedo, with negative impact on its clients, as well as the perception of the service provided. This research is carried out with the objective of designing a strategic plan that establishes generic strategies aimed at improvements in customer service, positioning in the local automotive market and increasing clientele. It is based on a mixed approach, through descriptive research, complemented by non-experimental field and bibliographic research. The results showed that the proposed strategic planning and the combined analysis of the tools used were essential for the development of the strategies. Among the main findings, the proposal of key generic strategies stands out: cost leadership to optimize operational efficiency, differentiation, through the offer of unique and high-quality services, and focus on specific market segments, detailing in each one the strategic objectives, goals and actions for the 2025–2027-time horizon.