Innovación en el proceso de ventas y su influencia en la percepción del cliente del sector ferretero de la ciudad de Ambato
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Date
2026-06
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Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Carrera de Administración de Empresas.
Abstract
Description
The hardware sector in the city of Ambato plays a vital role in the local economy, supplying sectors such as construction, manufacturing, and retail. However, the problem lies in the lack of clarity regarding how innovative sales practices impact customer perception within the Ambato hardware sector. Therefore, without systematic analysis, business decisions are based on intuition rather than reliable evidence. The overall objective of this study was to determine how innovation in the sales process affects customer perception within the Ambato hardware sector. To this end, the theoretical frameworks of innovation in the sales process and customer perception measurement were established. Implemented innovation practices were also identified, and finally, the level of customer perception regarding the sales process was described. A 24-item survey was administered to 384 prospective customers in the Ambato hardware sector. Instrumental reliability was excellent (α=0.974). The results revealed that the innovation practices adopted by hardware stores in Ambato were essentially linked to the use of social media, digital customer service systems, adapted offers, use of user data, and continuous optimization of sales processes. These strategies indicated that the hardware sector began to incorporate tools related to the speed, organization, and efficiency of the sales process. Statistically, the user's perception of the sales process was positive, as customers rated the service, shopping experience, satisfaction, trust, and quality of service received favorably. Therefore, it was established that improved sales innovation is directly related to a favorable perception of hardware store customers in the city of Ambato.
Keywords
Inve, INNOVACIÓN DE PROCESOS, PROCESO DE VENTAS, CONFIANZA, USO DE DATOS, PERCEPCIÓN DEL CLIENTE