Financial administration and customer management services in Quevedo and its areas of influence

Abstract

The research was developed in response to the need to improve the sustainability and expansion of small businesses in a context characterized by an informal economy and limited business planning. The article analyzes the implementation of a customer management model, in entrepreneurs of urban parishes of Quevedo canton and its zones of influence, to strengthen their management capacities, build customer loyalty and grow your business in a sustainable way. A mixed approach was used, with non-experimental design and descriptive scope. The sample was determined by non-probabilistic sampling for convenience and included 72 entrepreneurs from urban parishes of Quevedo. The techniques included surveys, training workshops, personalised advice and technical follow-up. The results show that entrepreneurs, after receiving technical assistance, were able to improve their financial organization, adopt basic financial management tools and understand the benefits of a customer-centric strategy. There was also evidence of an increase in customer loyalty and recurrence thanks to the use of accessible formats for registration, segmentation and tracking. The research concluded that personalized coaching, the use of simple technology and the contextualization of knowledge are key factors to achieve real impact.