Transformación digital y calidad del servicio: estrategias administrativas para la captación y retención de usuarios en entornos virtuales

Silvio Alberto García Pazmiño; Evelyn Abigaíl  Cabello Ramírez; Dayana Giselle  Lino Chavez; Jorge Danny Bustamante Cruz; Miguel Ángel Valarezo Tumbaco

doi:10.63803/prisma.v1n2.09

Autores

Silvio Alberto García Pazmiño Storeocean S.A Autor
Evelyn Abigaíl Cabello Ramírez Cooperativa de Ahorro y Crédito San Antonio LTDA Los Ríos Autor
Dayana Giselle Lino Chavez Universidad Técnica de Manabí Autor
Jorge Danny Bustamante Cruz Storeocean S.A. Autor
Miguel Ángel Valarezo Tumbaco Novacero S.A. Autor

DOI:

https://doi.org/10.63803/prisma.v1n2.09

Palavras-chave:

Transformação digital, Qualidade do serviço, Retenção de usuários, Estratégias administrativas, Ambientes virtuais

Resumo

A transformação digital tem remodelado significativamente a forma como as organizações gerenciam a qualidade do serviço, especialmente em ambientes virtuais. Este estudo explora estratégias administrativas voltadas para a captação e retenção de usuários por meio da integração tecnológica, de processos inovadores e de abordagens centradas no cliente. Foi utilizada uma metodologia mista, combinando pesquisas com usuários e análise comparativa de plataformas digitais, destacando a relevância da personalização, da resposta ágil e da atenção multicanal. Os resultados revelam que organizações com integração digital avançada alcançam níveis mais altos de satisfação e fidelização de usuários. O estudo conclui que a transformação digital, quando alinhada a políticas administrativas eficazes, torna-se um ativo estratégico para potencializar a competitividade no ecossistema digital atual.

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