Edited by: Tecnológico Superior Corporativo
Edwards Deming
July - December Vol. 8 - 2 - 2024
https://revista-edwardsdeming.com/index.php/es
e-ISSN: 2576-0971
Received: Febrary 29, 2024
Approved: June 20, 2024
Page 1-9
Quality of customer service in Malecón 2000
commercial premises
Calidad en el servicio al cliente en locales comerciales del
Malecón 2000
María José Menéndez Ledesma
*
Magaly de Jesús Romo Álvarez
*
Sheylah May-Ling Hoppe
*
ABSTRACT
The quality of customer service is fundamental for the
complete experience of the buyer. This result responds to
the research project "Training programme to improve
customer service in the commercial premises of Malecon
2000 in the city of Guayaquil" of the Higher Technology in
Sales course at TES. The objective of this study is to analyse
the perception of citizens on the existence of clear and
concise signage at key points of the Malecon 2000 in
Guayaquil, the sample was composed of young people,
adults and seniors in a range of 20 to 70 years old residents
in the city of Guayaquil; a descriptive and exploratory type
of research was applied with a descriptive quantitative
technique. The instrument used was a survey designed in
Google Forms. According to the results obtained, and the
comparative authors, it is evident that the lack of
information and signage in Malecon 2000 is a significant
problem, significant concerns were observed regarding the
cleanliness and maintenance of public areas, the availability
of guards and the perception of security.
Keywords: Quality, Service, Descriptive, Guayaquil
* Msc. Tecnológico Universitario Espíritu Santo
correomjmenendez@tes.edu.ec, https://orcid.org/0000-
0003-1744-3222
*Msc. Tecnológico Universitario Espíritu Santo
mdromo@tes.edu.ec, https://orcid.org/0000-0001-6007-
0295
* Msc. Tecnológico Universitario Espíritu Santo
shoppe@tes.edu.ec, https://orcid.org/0000-0002-0896-
8388
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RESUMEN
La calidad en la atención al cliente es fundamental para la
experiencia completa del comprador. Este resultado
responde al proyecto de investigación “Programa de
capacitación para mejorar el servicio al cliente en los
locales comerciales del Malecón 2000 de la ciudad de
Guayaquil” de la carrera Tecnología Superior en Ventas del
TES. El objetivo de este estudio es analizar la percepción
de los ciudadanos sobre la existencia de señalización clara
y concisa en puntos clave del Malecon 2000 de Guayaquil,
la muestra estuvo compuesta por jóvenes, adultos y
adultos mayores en un rango de 20 a 70 años residentes
en la ciudad de Guayaquil; se aplicó un tipo de investigación
Descriptiva y exploratoria con una técnica de carácter
cuantitativo descriptivo. El instrumento utilizado fue la
encuesta diseñada en Google Forms.Según los resultados
obtenidos, y la comparativa los autores, es evidente que la
carencia de información y señalización en Malecon 2000 es
una problemática significativa, se observaron
preocupaciones significativas en cuanto a la limpieza y el
mantenimiento de las áreas públicas, la disponibilidad de
guardias y la percepción de seguridad.
Palabras clave: Calidad, Servicio, Descriptiva, Guayaquil
INTRODUCTION
Customer service plays a crucial role in the overall customer experience. When
customers are served with care, safety and friendliness, a feeling of closeness and trust
is generated. This emotional bond established with the customer not only increases
customer satisfaction, but can also foster long-term loyalty to the shop or shopping area
as is the case in this study.
In addition, ease of orientation in a retail environment is critical to customer comfort
and convenience. When a retail location has clear and concise signage that allows for
easy recognition of each area and point of interest, the customer experiences instant
satisfaction. This ease of knowing where you are and how to get around creates a
positive and welcoming environment, which contributes to a more pleasant shopping
experience.
Considering the geographical extension and the touristic and commercial importance of
Malecón 2000 in the city of Guayaquil, it is evident the relevance of recognising the lack
of information and signage as a significant issue that impacts not only local visitors, but
also the merchants operating in the surrounding area.
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Guayaquil's Malecon 2000, being a focal point for commercial activities, attracts a large
number of local visitors seeking to enjoy its services and participate in commercial
activities. However, the lack of clear information and adequate signage hinders visitors'
experience when navigating the Malecon 2000 and accessing its various services and
points of interest.
This issue not only affects visitor satisfaction and experience, but also directly impacts
merchants through the flow of customers to maintain their businesses. Lack of signage
can make it difficult for visitors to find commercial establishments, which can result in
decreased sales and lost business opportunities for local businesses.
In addition, the lack of adequate information and signage can contribute to a negative
perception of the Malecon 2000 as a commercial destination, which can affect its ability
to attract visitors and potential customers in the future; the lack of information and
signage represents an issue that not only affects the experience of visitors and local
customers, but also negatively impacts the viability and success of commercial businesses
in the area. It is crucial to address this issue by implementing effective solutions that
improve accessibility, navigation and the overall visitor and customer experience. It is
hoped to obtain an analysis of citizens' perception of the existence of clear and concise
signage at key points along the Malecon 2000, providing relevant information on available
services, points of interest, hours of operation and security measures, in order to
understand the customer experience and facilitate customer orientation.
The quality of customer service on the Malecon 2000 is a relevant issue because of its
significant impact on the experience of visitors and local residents. The Malecon 2000 is
an important commercial destination and a landmark for the community. In addition, the
quality of customer service not only affects the perception of customers, but also the
satisfaction of citizens who use the Malecon 2000 for various commercial activities.
The main idea is to address the quality of customer service, to understand customer
perception, to promote a customer-friendly environment and economic activity. By
ensuring that visitors and residents receive quality service, customer loyalty is fostered,
user satisfaction is increased, and the reputation of the Malecon 2000 as a favourable
and accessible destination is strengthened. In addition, improving customer service
quality can contribute to local economic development by stimulating spending and
increasing demand for services and products.
To address customer service quality, a number of strategies need to be implemented.
These include conducting periodic assessments of the quality of service offered by
businesses and establishments on the Malecon 2000, providing accessible and ongoing
training to staff in customer service skills, establishing quality standards and feedback
procedures to ensure continuous improvement, and promoting active community
participation in identifying areas for improvement and implementing solutions. In
addition, it is important to use tools such as satisfaction surveys and feedback analysis
to gather information on users' perceptions and take corrective action as necessary.
Addressing quality in customer service requires a holistic approach that involves multiple
stakeholders and relies on constant feedback from users to ensure effective and lasting
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results.
Service, along with quality, is essential for any organisation, as they are fundamental
aspects that contribute to maintaining and enhancing its reputation. The constant
commitment to provide exceptional service in an environment focused on customer
satisfaction, both internal and external, is what drives a company towards success and
excellence (Florez, L., 2021).
Exceptional service and quality are fundamental pillars of a company's reputation and
growth. By maintaining high standards in both internal and external customer service, an
organisation demonstrates its commitment to the satisfaction and well-being of all
stakeholders. This not only helps to retain customers and strengthen business
relationships, but also improves staff morale and promotes a positive working
environment. Ultimately, this leads to increased customer loyalty, profitability and the
long-term success of the company.
According to Espinel & Ferie (2020), in comparison to the previous author, it is argued
that, in order to achieve successful customer care, it is crucial to consider various
elements that are applicable to companies in any economic sector. These factors include
leadership, efficiency in operations, among other aspects, with a particular emphasis on
the importance of human capital, which must be clearly defined.
Success in customer service is fundamental for any company, and to achieve it, it is
crucial to consider a series of key elements. According to the author, regardless of the
economic sector in which they operate, companies must focus on aspects such as
effective leadership, efficiency in their activities and, especially, well-defined human
capital. This last point highlights the importance of having a committed and skilled team
capable of providing exceptional service that meets the needs and expectations of
customers. Ultimately, by prioritising these elements, companies can strengthen their
market position and foster strong relationships with their customers, thus driving their
long-term success.
Another relevant aspect to consider in relation to customer service is that put forward
by Abarca, E. et al. (2020), who describe the concept of hygiene/environmental factor as
those physical elements that impact in some way on customer service delivery and can
positively or negatively influence the level of customer satisfaction.
Contrasting this approach with the issue of customer service quality, it is important to
recognise that the physical environment also plays a fundamental role. Malecon 2000 is
a major commercial destination, and the quality of the physical environment, including
cleanliness, safety and accessibility, can greatly influence the customer experience.
Therefore, improving and maintaining a clean, safe and attractive environment of the
Malecon 2000 is essential to ensure customer satisfaction and loyalty, an issue that is
made difficult to manage due to its geographic location and municipal measures.
A significant factor contributing to poor customer service quality is the excessive
workload imposed on employees, which directly impacts their ability to effectively
perform their daily duties (De La Vera, J. & Cyprus, N., 2022). From a comparative view
with the subject of study, it is important to recognise that overworked employees can
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e-ISSN: 2576-0971
be a factor that negatively affects the quality of service provided in this environment.
MATERIALS AND METHODS
This study is descriptive and exploratory research. This research seeks to describe
characteristics, behaviours or situations, as well as to explore a topic or phenomenon
on which there is little information available. The sample will be composed of young
people, adults and older adults between the ages of 20 and 70 living in the city of
Guayaquil, as they represent a significant part of the population that could interact with
the services offered at the Malecón 2000.
The decision to frame the present study as descriptive and exploratory research is
fundamental to a thorough understanding of the topic in question, which seems to lack
a sufficient amount of information. By opting for descriptive research, the aim is to detail
and analyse in depth the characteristics, behaviours and situations related to the topic
of study. This approach will make it possible to identify patterns, trends and relationships
between variables that may be essential for a better understanding of the phenomenon
in question.
The choice of the sample, which includes young people, adults and older adults in the
age range of 20 to 70 years and residing in the city of Guayaquil, is appropriate as it
covers a broad representation of the population that could interact with the services
offered at Malecón 2000. By including different age groups, a more complete and diverse
understanding of users' experiences, perceptions and needs is ensured.
The technique selected for this study is quantitative descriptive in nature. This technique
is appropriate for collecting data from a large and diverse sample, allowing a large
number of participants to be reached quickly and efficiently. The instrument used was
the survey designed in Google Forms, which will include questions related to the quality
of customer service at Malecón 2000. A Likert scale will be used to measure the opinion
and perception of the participants on different aspects of the service. The questions will
be designed to obtain detailed information on users' satisfaction, experience and
expectations in relation to customer service.
The use of a survey designed in Google Forms as a data collection instrument is a
practical and effective choice (Cisneros, A., et al., 2022). This platform allows reaching a
wide audience quickly and easily, which facilitates the collection of data from a
representative sample of users. In addition, the survey can be distributed and completed
remotely, which increases accessibility for participants and reduces potential logistical
barriers.
The inclusion of a Likert scale in the survey is an appropriate choice for measuring
participants' opinions and perceptions of different aspects of customer service. This scale
provides a quantitative measure of participants' responses, which facilitates statistical
analysis of the data and the identification of significant trends or patterns (Matas, A.,
2018).
The combination of these techniques and methodological tools has the potential to
provide valuable insights that can inform decisions and actions to improve the customer
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experience in this important business destination, which in turn helps to boost the
country's economy.
RESULTS
After the elaboration and application of the survey carried out in google forms we found
results, which in turn create a gap for analysis and comparison with other results of
different theses and scientific works. According to the request to evaluate "the
friendliness and courtesy of the customer service staff at the Malecón 2000", 40% were
neutral, 35% considered it satisfactory, while only 5% considered it unsatisfactory.
With regard to the usefulness of the signage and information provided for orientation,
65% of the participants found it useful, while 15% rated it as neutral and 10% considered
it not very useful. In terms of accessibility of the facilities and services available, 50% of
the participants found them accessible, 30% rated them as neutral and 20% found them
inaccessible.
Most participants found the signage and information provided useful for orientation. This
suggests that there is a positive perception of the effectiveness of these tools in helping
visitors navigate the area. Half of the participants considered the facilities and services
at the Malecon 2000 to be accessible. However, one third of the respondents expressed
neutrality in this respect, which could indicate that there is still room for improvement
in this area.
When assessing the adequacy of the information provided on the points of interest and
services available, 40% of the participants considered it sufficient, 30% found it
insufficient, 20% expressed a neutral opinion and 10% rated it as very insufficient.
Regarding the availability of maps and tourist guides for orientation on the Malecón 2000,
40% of the participants found it sufficient, 20% found it insufficient, 20% very insufficient
and 20% expressed a neutral opinion.
While 40% of the participants found the information sufficient, 30% considered it
insufficient. This suggests that there is a split in the perception of the quality of
information provided, which could indicate a need to improve the quantity and quality
of information available to visitors. Perceptions of the availability of maps and tourist
guides are fairly split, with 40% finding them sufficient and 40% finding them scarce or
very scarce. This indicates an opportunity to improve the availability of orientation
resources for visitors.
With respect to the cleanliness and maintenance of public areas on the Malecón 2000 in
Guayaquil, 35% of participants were satisfied, 15% expressed a neutral opinion, and 50%
were dissatisfied. Regarding the availability of trained personnel to provide information
and assistance, 60% of the participants considered it very insufficient, while 40%
expressed a neutral opinion.
While 35% of participants are satisfied with the cleanliness and maintenance of public
areas, 50% expressed dissatisfaction. This suggests that cleanliness and maintenance can
be significant areas of improvement to enhance the customer experience. Most
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participants perceive a lack of trained staff to provide information and assistance. This
indicates the need for improved staff training to ensure better customer service.
In terms of safety, 35% of participants considered it very unsafe, 20% as unsafe, 15%
rated it as safe and 30% expressed a neutral opinion. In relation to the range of services
available, 50% of participants rated it as extensive, 15% as very extensive, 15% as limited
and 5% as very limited.
Perceptions of security are divided, with 35% considering it safe, 15% very unsafe and
30% expressing neutrality. This suggests that there is room for improvement in the
perception of security among visitors. The majority of participants perceive a wide
variety of services available. However, 20% consider the offer to be limited or very
limited, indicating that there may be areas where the range of services could be
expanded.
Finally, in terms of recommendation as a tourist destination, 20% of the participants said
they would probably not recommend it, while 40% said they would probably recommend
it. Forty percent of participants would probably recommend Malecon 2000 as a tourist
destination, while 20% would probably not. This suggests that the overall customer
experience may be mixed and that there are opportunities to improve visitor
perceptions.
From the data collected, it is evident that the lack of information and signage is a
considerable problem that impacts both local residents and businesses operating in the
region. Although the majority of respondents found the signage and navigational
information provided beneficial, there was divergence in relation to the adequacy of
information and ease of access to the facilities and services available. There were also
significant concerns about the hygiene and maintenance of public areas, the availability
of qualified staff and the perception of safety.
In the thesis by Abad, M., & Pincay, D. (2014), on the "Analysis of internal and external
customer service quality for the proposal of a quality management model in an insurance
company in Guayaquil", the results revealed that the staff working in these areas do not
have a good attitude towards the other departments of the organisation, which may be
the reason for the low perception of service quality.
In the authors' research, it was identified that the staff of the insurance company studied
had an unfavourable attitude towards other departments in the organisation. This finding
suggests possible problems in internal communication, interdepartmental collaboration
and organisational culture, which could negatively affect customer service quality. The
low perception of service quality could be influenced by these negative attitudes and lack
of collaboration among employees.
While this research focuses on the internal attitudes and relationships of staff in an
insurance company, the Malecon 2000 study addresses the infrastructure and
management of public services in a commercial destination. Both studies highlight areas
for improvement in customer service quality, but in different contexts and dimensions.
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According to Gonzales, R., (2017). In his thesis on "Service quality and customer
satisfaction in the timber trading company" it could be evidenced in the analysis of his
results that service quality impacts on customer satisfaction.
The contrast between the study on the lack of information and signage and the research
conducted by Gonzales, R. (2017) on service quality and customer satisfaction in a
timber trading company reveals differences in the approaches and contexts of the
studies, as well as in the specific aspects analysed, highlighting that aspects such as
satisfaction and information are equally relevant and deserve to be analysed in greater
depth in future research.
The authors Gonzales, L & Huanca, E., (2020). In their thesis on "Service quality and its
relationship with restaurant consumer satisfaction" found that the correlation analysis
(...) between service quality and consumer satisfaction examines that the correlation
between service quality and consumer satisfaction has a moderate positive relationship.
By comparing both studies, it can be inferred that improving service quality by addressing
concerns about information and signage, safety and staff training could have a positive
impact on overall visitor satisfaction. Similar to the case of restaurants, where service
quality is positively related to customer satisfaction, a focus on improving service quality
can enhance the customer experience and foster greater satisfaction and loyalty to the
destination.
DISCUSSION
Based on the results obtained, it is evident that the lack of information and signage on
the Malecón 2000 is a significant issue affecting both local visitors and the traders
operating in the area. While most participants found the signage and information
provided useful for orientation, there was a split on the adequacy of the information and
accessibility of the facilities and services available. In addition, there were significant
concerns about the cleanliness and maintenance of public areas, the availability of trained
staff and the perception of safety.
In terms of the study's objective, which was to analyse citizens' perception of the
existence of clear and concise signage at key points on the Malecon 2000, as well as its
impact on customer experience and ease of orientation, the results provide valuable
information on these aspects. While most participants found the signage useful, they also
highlighted areas for improvement in terms of adequacy of information, accessibility of
facilities and safety.
In conclusion, the results obtained in this study provide a detailed overview of citizens'
perceptions of the signage and information available on the Malecón 2000. However,
they also highlight critical areas that require attention and action by local authorities and
retailers to improve the customer experience and ease of orientation. Therefore, this
information collected fulfils the objective of the study by providing a deeper
understanding of the current situation and perceived needs of visitors and traders.
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