The Customer Service as a Loyalty Strategy in Social Enterprises

Abstract

Determine the impact of customer perception of the value of the service and how this perception affects behavior of customer loyalty. This is a quantitative study that incorporates the survey as a research element. The sample consists of 168 customers of Credit Unions of Puerto Rico, as a model of social enterprises in this country. The results indicate that the consistency, responsiveness and assurance influence customer satisfaction and has a positive impact on pro- motion word of mouth and on the intention not to change, variables that operationalize consumer loyalty. The study was limited to credit unions as social enterprise model. As future research is recommended to extend the study to other industrial sectors with social enterprise as a model. Managers must know how to control the variables that influence the behavior of customer loyalty, learn to know, understand and control them. Since the mission of a social emprise is based on benefit for the community, satisfaction and commitment should have great influence on the elements of customer loyalty. Valuable data to the theory and practice is provided on how services companies, both social and commercial enterprises can integrate this multuvariable model as a predictor of satisfaction and customer loyalty.