Brand Positioning, Marketing Plan And Quality In Customer Service In Retail Smes In The Commerce Sector Of The Mayo Region

Abstract

The purpose of this research is to analyze the relationship between the marketing plan and the quality of customer service with the brand positioning of Small and Medium Enterprises (SMEs) retailers in the commerce sector in the May region. The analysis is based on the application of 107 surveys carried out randomly to entrepreneurs in the May region and making use of statistical analysis with SPSS. 39 elements were analyzed: for the variable Y brand positioning 26 elements; for variable X₁ marketing plan, 5 elements; and for variable X2 quality of customer service, 8 elements. It was found that there is a significant correlation of the proposed variables Marketing Plan (X1) and Quality in Customer Service (X2) with the Positioning of a brand.