Abstract
The present study analyzed the digital transformation in customer service management in small and medium-sized enterprises (SMEs) of internet services in Cañar. The methodology was based on a quantitative approach supported by a field research design. Data was collected through a structured questionnaire statistically validated using Cronbach's alpha coefficient to ensure reliability and consistency. The target population consisted of managers of internet services SMEs and customers of these companies. The results revealed a clear tendency towards adopting of technologies, including communication channels, artificial intelligence, and chatbots. Managers emphasized the importance of these tools to improve consumer service and operational efficiency. About the customers, it was found that most use high-frequency fiber optic services and are satisfied with the service’s quality. Overall satisfaction with customer service was positive, although areas of opportunity were identified to improve the customer experience. In conclusion, this research highlights the growing importance of digital transformation in the Internet service industry, adopting digital technologies to improve customer service and meet changing demands.
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