Los principios éticos en el proceso de atención al cliente en las pequeñas empresas venezolanas

The propose of the present study was to determine the innovation process among the manufacturing firms in the state of Trujillo as a managerial strategy for the organizational competitiveness. this investigation falls within the general area of managerial sciences and within the specific area of the innovation as a managerial strategy. Its application followed the interpretative qualitative approach. the key informants were 20 mid- and high-level general managers of the major manufacturing firms in the state of Trujillo. An interview was used to collect the data regarding the innovative managerial actions carried out in the firms surveyed in the present study, establish the nature of such actions, and determine the factors that affect the innovation process. Furthermore, the field notes collected by the researcher and the available documents about the innovation process in the firms surveyed were also examined. The results were analyzed by triangulating the information from the three sources considered and were organized according to the objectives, dimensions, and indicators used to measure the variable. The results indicated that there did not exist either managerial commitment to undertake the innovation process in these firms or criteria of systematic retribution of it; only one of the firms has innovated in terms of products, services and marketing. Based upon these findings, strategies for the innovation process in the firms surveyed were suggested.Este trabajo tipo ensayo intenta revelar mediante un análisis comparativo con otras perspectivas y con las exigencias del mercadeo actual, la manera cómo se viene abordando los principios éticos en el proceso de atención al cliente en las microempresas, pequeñas empresas o empresas familiares venezolanas. El grado de importancia de algunos principios éticos básicos y la convicción que deben profesar los trabajadores para llevar a cabo el desarrollo de la atención al cliente. Por último, la necesidad de un modelo estructurado de servicio al cliente esencialmente dirigido a las pequeñas empresas tomando en cuenta sus dilemas éticos