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.

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