Measuring customer service in Latin American technology retailing using the PERVAINCONSA scale with a focus on sustainability
The retail sector in Latin America is undergoing a transformation driven by e-commerce and the demand for technology products, where customer service is crucial to the sustainability and profitability of companies. This study evaluates customer service in technology retail using the PERVAINCONSA sca...
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| Format: | Online |
| Language: | Spanish |
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Universidad Francisco de Paula Santander
2025
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| Subjects: | |
| Online Access: | https://revistas.ufps.edu.co/index.php/profundidad/article/view/5054 |
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| Summary: | The retail sector in Latin America is undergoing a transformation driven by e-commerce and the demand for technology products, where customer service is crucial to the sustainability and profitability of companies. This study evaluates customer service in technology retail using the PERVAINCONSA scale, which measures value perception, purchase intention, trust and satisfaction. A survey with probability sampling was applied in Honduras, El Salvador, Dominican Republic, Colombia, Costa Rica and Guatemala, using a Likert scale. Data were analyzed with SPSS, using multivariate analysis and nonparametric correlations. The results, based on Spearman's Rho coefficient, showed a high correlation between the variables. A total of 2,984 surveys were completed, with a female majority (60%) and a predominant age range of 20 to 49 years (70%). There was a high level of overall satisfaction (71%) and a 75% likelihood of recommendation. Value for money (68%) was identified as an area for improvement. The findings suggest a high degree of satisfaction, with opportunities to optimize value for money and adjust expectations, key to long-term sustainability. |
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