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Proper customer service as a marketing strategy turns out to be an effective means for people to buy and have a pleasant experience, while they refer others, this being the best publicity you can have. The objective of this research is to diagnose how companies incorporate customer service into their marketing strategies to promote loyalty to the business brand. The methodology used has a mixed descriptive approach, its design is non-experimental. To collect the information, direct observation was used using a checklist, using the mystery shopper technique. The results indicate that 59% denote little kindness in the attention and 83% do not attend with a smile. In conclusion, if a quality service is offered, the needs of people will be satisfied, becoming the best advertising transmitters for the company.
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