The image of a commercial establishment directly influences the purchase decision and customer loyalty, thus becoming an intangible asset of great value for retail companies. The sector faces key challenges that affect its competitiveness: a poorly developed service culture, disconnection between academic training and practical skills, and technological lag compared to international standards. These limitations reduce the capacity for innovation and response to the demands of a globalized market, which increases the competitive gap, critical aspects for business sustainability. This constitutes the problematic situation of the present study.

The objective of the research is to determine the efficiency and effectiveness indicators of the Cuban retail trade sector, which affect its image. This research has a broad character, it begins as an exploratory study by defining the variables, components, dimensions and attributes of the corporate image in the points of sale, essential elements to analyze the characteristics of these establishments and to see the impact of the efficiency and effectiveness indicators on the sector's image, which allow measuring its performance. In addition, it adopts a descriptive approach, since it seeks to precisely detail each of these aspects. In terms of methodology, the study combines theoretical and empirical methods. Once the performance indicators have been determined, the study combines theoretical and empirical methods. Once the indicators of efficiency and effectiveness in the retail trade of goods have been determined, it is proposed to implement a quantitative study and calculate the indicators of efficiency and effectiveness in points of sale in the commercial sector in Cuba.