Abstract
Small and medium-sized enterprises (SMEs) are recognizing the importance of social networks as loyalty strategies, engaging customers, and reinforcing their commercial brand. Based on the concepts of quality, the study examines the elements of the SERVQUAL model: tangibles, reliability, responsiveness, security and empathy. Goals: This research analyzes how small and medium-sized women's clothing companies (SMEs) strategically use Facebook to engage customers and disseminate the quality of their services.Metodology: Information was obtained from 104 women's clothing SMEs from the cities of Colima and Villa de Álvarez, in Mexico. Regarding the method of multinominal logistic regression analysis. Contributios: The suggest that the quality of the service is positively influenced by the publication of visual content (specifically, photographs) and by the publication during the weekends. The publication frequency did not have a statistically significant effect on the quality of the service. The study also shows that the majority of SMEs in this market segment do not use Facebook with a social media strategy. Only 25% of the SMEs in the sample used Facebook with a digital marketing strategy.
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