Hospitality as a driving skill for Customer Service in the sales area: La Hospitalidad como habilidad impulsora del Servicio al Cliente en el área de ventas

In direct sales organizations, Customer Service has become a key factor to have a permanence in the market. In this sense, the present article aims to investigate the relationship of Hospitality as a driving skill of Customer Service in employees of the sales area in automotive dealerships. Regarding the literature review, this was the basis for the constitution of the constructs and the elaboration of the survey. Which was applied to a sample of 81 managers from the sales area of automotive agencies in time of COVID-19 (March-June 2020). The proposed model was a linear regression with two random variables. The surveys were processed with SPSS Statistics to obtain the results during the months of August-October 2020. Regarding the results, the statement of the hypothesis about the positive and significant relationship of the predictor variable of Hospitality with the dependent variable of Customer Service was confirmed. The foregoing in the car dealership sector, specifically in the sales area collaborators. These contributions will serve as the basis for future research. Likewise, it is suggested to build a profile of the necessary soft skills in the front-line collaborator in car dealerships. Which will improve the recruitment, selection and focus of training programs.