Descripción

Companies grow and remain in the market, due to the loyalty of their customers, because without them, they would not sell their products or services, meaning that profitability would be zero, and therefore would not fulfill its corporate purpose. This leads us to reflect on the importance of customers, as infallible elements for the successful operation of organizations. Therefore, knowing and understanding their way of acting should be a central theme.This article is focused on investigating research carried out by various authors that provide conclusive and relevant information on the service to the client and the problems that the entrepreneurs face due to the lack of satisfied needs. The research was developed from a qualitative approach, from the documentary and descriptive method, through the document analysis grid in Excel.The main conclusions show that customers are an indispensable element for the company to meet its objectives, therefore, and to achieve their loyalty, they should be provided the best service and the satisfaction of their needs. Among the main problems encountered in organizations are: not recognizing what they want, providing a low quality service, lack of commitment and training of human talent, and minimal research on customer behavior.