Satisfacción del cliente: Caso de estudio en el Hotel los Cañaris

Abstract

Nowadays, the demands of the globalized market and its complexity forcé companies to improve their competitiveness to achieve customers' preferences. Satisfaction is a strategic element that focuses on the user to generate a win-win relationship; a lack of initiative, empathy, and communication skills leads to negative perceptions that would question the company's good name. Satisfaction is subjective, so companies must investigate their customers' needs and expectations so that they are met and satisfied. This article seeks to evaluate the client's level of satisfaction at the "Los Cañaris Hotel" in the canton and province of Cañar-Ecuador, through a quantitative and descriptive research approach. It enabled the data collection during a cross-sectional field research using a structured questionnaire applied to a sample of 136 hotel clients. The results made it posible to establish a theoretical model of satisfaction. In conclusion, this study recognizes the importance of quality service within the lodging business. Therefore, the management of this organization should promote actions for applying factors that strategically, organized, and sequentially allow customer satisfaction and loyalty.

keywords: satisfaction, servqual, customer, value.