Customer service in building loyalty for an e-commerce company
DOI:
https://doi.org/10.5281/zenodo.17972281Keywords:
customer service managment, loyalty, e-commerceAbstract
This study aimed to determine the relationship between CSM and customer loyalty in an e-commerce company in Lima, based on the theoretical framework of total quality management and relationship marketing. The research was applied and quantitative, with a non-experimental, cross-sectional, and descriptive-correlational design. The population consisted of 200 customers, from which a sample of 132 consumers was selected using probabilistic sampling. Data collection was carried out using a Likert-type questionnaire validated by expert judgment, with acceptable reliability (Cronbach's Alpha: CSM 0.790 and Loyalty 0.810). Data were analyzed using SPSS version 25 software, employing Pearson's correlation coefficient, justified by the normal distribution of the data. The results revealed a significant and very high positive correlation between CSM and loyalty, with a coefficient of r=0.850 (p<0.05), validating the central hypothesis. When analyzing the dimensions, service personalization showed the highest predictive weight (r=0.760), confirming its essential role in the loyalty of this niche. In contrast, post-service follow-up presented the lowest correlation (r=0.668) and the poorest perceived quality. It is concluded that CSM is a direct and significant driver of loyalty. As a main practical implication, the adoption of a CRM tool is recommended to automate and optimize follow-up and personalization.
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Copyright (c) 2025 Charles Augusto Ortiz Briceño, Wilmer Alberto Pachau Torres, Keith Martin Caspito Barboza, Juan Edilberto Peñares Dolorier
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