Marketing de servicios para la satisfacción de los clientes del restaurante Macasa en la ciudad de Riobamba

Abstract

This research, titled 'Service Marketing for Customer Satisfaction at the MACASA Restaurant in the City of Riobamba,' aimed to create a service marketing plan by collecting reliable information to increase customer satisfaction. The methodology implemented was a qualitative and quantitative research approach to obtain accurate and sustainable data, based on primary and secondary sources of information to understand the impact of marketing on customer satisfaction. A non-experimental cross-sectional design was used since existing variables were not manipulated and the study was conducted at a single point in time. The study population consisted of the economically active population of Riobamba, making it essential to apply both documentary and field research to collect the respective information through methods, techniques, and instruments, specifically a survey directed at the EAP of Riobamba. This methodology allowed the determination that the restaurant required a service marketing plan with strategies tailored to its needs. Additionally, it was found that there was a lack of staff training, highlighting the necessity of creating service marketing strategies. The proposal was developed through the analysis of factors using tools such as SWOT analysis, PORTER matrix, and POA. It is concluded that the service offered at the MACASA Restaurant presents areas of opportunity for improvement, focusing on aspects such as wait times, food quality, and overall experience to provide a service that helps increase customer satisfaction from the moment they enter the establishment until they finish their visit.