Las herramientas digitales como estrategias de gestión para mejorar la competitividad y sostenibilidad en el sector comercial del cantón La troncal: Caso Heladerías

Abstract

This research analyzes the influence of the use of digital tools on the competitiveness and sustainability of ice cream shops in the canton of La Troncal, given the growth of digital commerce and the need for traditional businesses to adapt. The study was conducted using a quantitative, descriptive approach, with a non-experimental correlational design. The population consisted of nine owners, who were given a face-to-face Likert-type questionnaire to assess their level of digital adoption, perceived competitiveness, and sustainability practices. Results show that ice cream shops mainly use social media and messaging applications for promotion and customer service; however, they do not integrate advanced tools to optimize processes or differentiate commercial strategies. Sustainability is handled empirically and with little planning. Statistical linear regression analysis indicates that the use of digital tools does not have a significant impact on competitiveness (R² = 0.355; p = 0.090) or sustainability (R² = 0.025; p = 0.683). Therefore, it is recommended to strengthen technological training and promote modern, strategic, and sustainable management to drive sector growth in the local market.