EL SERVICIO POST VENTA COMO ESTRATEGIA DE CRECIMIENTO EN EL SECTOR AUTOMOTRIZ DE LA CIUDAD DE GUAYAQUIL

Abstract

This research work is based on analysing the level of use of the post-sales service by companies belonging to the automotive sector in the city of Guayaquil, in this case was considered this topic of study due to the fact that currently the use of post-sales service has been established as a tool of vital importance to maintain levels of competitiveness and differentiation of enterprises, particularly considering that the automotive sector is highly competitive, by the number of companies operating in various subsectors. To carry out the study, it was considered the implementation of a type of descriptive research, field and literature by as soon as they are required for the use of primary and secondary sources for obtaining the necessary information. The results obtained, demonstrated that not all companies of the sector provide post-sales service to its customers, since generally the companies dedicated to the sale of vehicles and those who provide maintenance services are the most make use of this sales tool. However, according to the customers' perception of companies belonging to the sector, it is necessary that all the establishments regardless the type of subsector to which they belong, they provide postsales service.