After-Sales and Customer Loyalty Strategies for Fixed Internet Through the Implementation of Virtual Assistance in the Ecuadorian Context

Abstract

The ability of companies to provide quality products and services motivates organizations to develop business strategies with investment in technology. This research presents the analysis of the incidence of virtual assistance with the use of the chat bot tool to contribute to customer loyalty in companies providing fixed Internet service. The objective is framed in establishing post-sales strategies in the fixed Internet service, by means of customer retention and satisfaction tools. The type of research is descriptive, and the work contributes with the situational explanation of the problem and possible ways to solve them. The structured survey technique was used to 406 users of the Internet service in the home modality in the provinces of Ecuador. The study variables determined are customer loyalty, after-sales strategies, and virtual assistance, according to the national context. The results show that 45% of users remain with the same provider for more than 12 months. It is concluded that the virtual assistant strategy reaches an acceptance rate of 71% and generates the beginning of customer loyalty for after-sales services in fixed Internet companies.