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

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Intelligent Technologies: Design and Applications for Society (CITIS 2022)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 607))

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.

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Notes

  1. 1.

    Available at https://www.arcotel.gob.ec/.

  2. 2.

    Available in https://icemd.esic.edu/.

  3. 3.

    Available in http://www.arcotel.gob.ec/servicio-de-acceso-a-internet-sai2/.

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Author information

Authors and Affiliations

  1. GIEACI Research Group, Universidad Politécnica Salesiana, Guayaquil, Ecuador

    Bruno Alcívar-Cruz & Joe Llerena-Izquierdo

  2. GieTICEA Educational Innovation Group, Universidad Politécnica Salesiana, Guayaquil, Ecuador

    Bruno Alcívar-Cruz & Joe Llerena-Izquierdo

  3. Universidad Politécnica Salesiana, Guayaquil, Ecuador

    Bruno Alcívar-Cruz & Joe Llerena-Izquierdo

Authors
  1. Bruno Alcívar-Cruz
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  2. Joe Llerena-Izquierdo
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Corresponding author

Correspondence to Joe Llerena-Izquierdo .

Editor information

Editors and Affiliations

  1. Campus El Vecino, Universidad Politécnica Salesiana, Cuenca, Ecuador

    Vladimir Robles-Bykbaev

  2. Research Centre on Production Management and Engineering - CIGIP, Universitat Politècnica de València, Alcoy, Spain

    Josefa Mula

  3. Rua Imaculada Conceiçao, Pontifícia Universidade Católica do Paraná – PUCPR, Curitiba, Brazil

    Gilberto Reynoso-Meza

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Alcívar-Cruz, B., Llerena-Izquierdo, J. (2023). After-Sales and Customer Loyalty Strategies for Fixed Internet Through the Implementation of Virtual Assistance in the Ecuadorian Context. In: Robles-Bykbaev, V., Mula, J., Reynoso-Meza, G. (eds) Intelligent Technologies: Design and Applications for Society. CITIS 2022. Lecture Notes in Networks and Systems, vol 607. Springer, Cham. https://doi.org/10.1007/978-3-031-24327-1_12

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