Home service strategy and business permanence in times of COVID-19

Abstract

The COVID - 19 pandemic generated a global and national economic crisis, which has hit commercial establishments in the microenterprise sector to a great extent. Therefore, the general objective was to establish the importance of home service in the permanence of businesses in times of the COVID-19 pandemic, due to the fact that the strategy of many owners of commercial and service premises had to visit the customer at home, to sell their goods and services. The descriptive, quantitative methodology was applied, formulating surveys to 384 commercial establishments in the south of Guayaquil, whose results showed a 50% reduction in sales in most of these stores, with the confinement of 2020, also observing a recovery of 20 % of their income, in the quarantine of 2021, thanks to the home service strategy. In conclusion, a direct correlation was obtained (Pearson's coefficient greater than 0.9 and p-value less than 0.05), between the application of the home service strategy and the increase in income in the aforementioned commercial establishments, during confinements