Abstract
The study aims to identify the competitive profile matrix of service companies in the automotive sector, focusing on lubricants, and understand the key factors that influence customer loyalty and repurchase. This sector is crucial for the Ecuadorian economy, generating significant income and employment. However, it faces challenges such as more strategic planning, especially in small and medium-sized companies. The study takes a quantitative and descriptive approach, using surveys to collect customer data. The results show that staff trust and professionalism are the most critical factors, followed by service quality, value for money, location, and response time. These findings allow companies to develop strategies that drive customer loyalty and sustainable growth. The competitive profile matrix (CPM) helps evaluate the performance of companies against the competition and identify areas that require improvement. Future studies could investigate variations in key factors across different market segments, analyze changes in preferences over time, and explore the impact of digital technologies to improve service. Furthermore, it would be valuable to investigate how government policies affect the sector's competitiveness.
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