<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2395-9169</journal-id>
<journal-title><![CDATA[Estudios sociales. Revista de alimentación contemporánea y desarrollo regional]]></journal-title>
<abbrev-journal-title><![CDATA[Estud. soc. Rev. aliment. contemp. desarro. reg.]]></abbrev-journal-title>
<issn>2395-9169</issn>
<publisher>
<publisher-name><![CDATA[Centro de Investigación en Alimentación y Desarrollo A.C.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2395-91692026000100115</article-id>
<article-id pub-id-type="doi">10.24836/es.v36i67.1720</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Calidad del producto o servicio al cliente como estrategia competitiva y sostenible en Sonora-México]]></article-title>
<article-title xml:lang="en"><![CDATA[Product or customer service quality as a competitive and sustainable strategy in Sonora-Mexico]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Leyva-Carreras]]></surname>
<given-names><![CDATA[Alma Brenda]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Espinoza-Valencia]]></surname>
<given-names><![CDATA[Francisco Javier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Flores-Arguelles]]></surname>
<given-names><![CDATA[José Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Moreno-Montijo]]></surname>
<given-names><![CDATA[Juan Miguel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Durán-Acosta]]></surname>
<given-names><![CDATA[Martín Guillermo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Sonora  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2026</year>
</pub-date>
<volume>36</volume>
<numero>67</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2395-91692026000100115&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2395-91692026000100115&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2395-91692026000100115&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Objetivo:  Analizar cómo la calidad del producto o el servicio al cliente se configura como un factor estratégico para fortalecer la competitividad empresarial y garantizar la sostenibilidad organizacional.  Metodología:  Diseño cuantitativo con alcance correlacional de tipo transversal. Se entrevistó a 410 empresarios de pequeñas y medianas empresas (pymes) del estado de Sonora entre el 1 de mayo de 2024 y el 15 de febrero de 2025. Se evaluaron dos dimensiones: a) Competitividad y b) Calidad del Producto o Servicio.  Resultados:  Se identifica una relación positiva entre los ítems de Competitividad y la Calidad del Producto o Servicio; capacidades como competir en el mercado, mantener precios competitivos, asegurar la calidad, innovación, eficiencia y eficacia de los productos o servicios, y contar con ingresos suficientes se integran estratégicamente para generar un impacto conjunto en la organización.  Limitaciones:  Los participantes mostraron cierta resistencia a compartir información durante las entrevistas.  Conclusiones:  Las pymes en Sonora integran la competitividad y la calidad del producto o servicio como factores estratégicos que les permiten innovar, diferenciarse y fortalecer su sostenibilidad y desempeño organizacional.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Objective:  Analyze how product quality or customer service is configured as a strategic factor to strengthen business competitiveness and guarantee organizational sustainability.  Methodology:  Quantitative design with a cross-sectional correlational scope. A total of 410 entrepreneurs from small and medium-sized enterprises (SMEs) in Sonora were interviewed between May 1, 2024, and February 15, 2025. Two dimensions were evaluated: a) Competitiveness and b) Product or Service Quality.  Results:  A positive relationship exists between the elements of Competitiveness and Product or Service Quality; capabilities such as competing in the market, maintaining competitive prices, ensuring quality, innovation, and the efficiency and effectiveness of products or services, and having sufficient revenue are strategically integrated to generate a joint impact on the organization.  Limitations:  Participants showed some reluctance to share information during the interviews.  Conclusions:  SMEs in Sonora integrate product or service quality as a strategic factor that enables them to innovate, differentiate, and strengthen their sustainability and organizational performance.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[desarrollo regional]]></kwd>
<kwd lng="es"><![CDATA[competitividad]]></kwd>
<kwd lng="es"><![CDATA[sostenibilidad]]></kwd>
<kwd lng="es"><![CDATA[estrategia]]></kwd>
<kwd lng="es"><![CDATA[producto]]></kwd>
<kwd lng="es"><![CDATA[servicio al cliente]]></kwd>
<kwd lng="en"><![CDATA[regional development]]></kwd>
<kwd lng="en"><![CDATA[competitiveness]]></kwd>
<kwd lng="en"><![CDATA[sustainability]]></kwd>
<kwd lng="en"><![CDATA[strategy]]></kwd>
<kwd lng="en"><![CDATA[product]]></kwd>
<kwd lng="en"><![CDATA[customer service]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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