Quality service in micro business in the wood crafts sector in a suburb of Mérida, México

Abstract

Micro businesses are crucial for national economies due to their contributions to production and employment. In Mexico, micro-businesses play a key role but face challenges due to competition and changing markets. This study analyzes service quality in woodcraft micro-businesses in Mérida, Yucatán, as a tool to improve competitiveness. A quantitative approach was used, applying an adaptation of the SERVQUAL instrument to measure differences between customer expectations and perceptions. Areas for service quality improvement were identified, and strategies were proposed for market permanence.