LOS FACTORES DE CALIDAD DE LOS SERVICIOS EN LA LEALTAD DE LOS COMENSALES DE LOS RESTAURANTES DE MARISCOS, RIOBAMBA, ECUADOR VISTO DESDE UN SISTEMA DE SIMULACIÓN DE IMPACTO

Jhonny Coronel Sanchez, Rene Basantes Avalos, Alexander Vinueza Jara, Samantha Basantes Silva, Eduardo Davalos Mayorga

Resumen


El objetivo de la presente investigación fue identificar los factores de riesgo y éxito de la calidad de los servicios a través del diagrama de influencias y determinar su impacto en la lealtad de los comensales de los restaurantes de mariscos de la ciudad de Riobamba – Ecuador. Se realizó un diagnóstico de las variables de estudio y se identificaron las causas de los niveles de la lealtad de los comensales, así como se planteó un modelo de diagrama de influencia para conocer el impacto probabilístico de los factores de calidad de los servicios en la lealtad de los comensales. La población estuvo conformada por 3.451 comensales que han consumido en los meses de octubre y noviembre del 2015 y se trabajó con una muestra de 346 comensales. El factor de la calidad de los servicios de los restaurantes de mariscos de la ciudad de Riobamba Ecuador, tuvo un impacto en la lealtad de los comensales ya que si mejora en los factores críticos de éxito identificados, la probabilidad de que un comensal tenga la categoría o el perfil de apóstol alcanza a una probabilidad de 67.6%; y que su perfil sea indiferente es del 22.5% El grado o nivel de lealtad de los comensales alcanzó a 86.5444 medido en una escala porcentual el cual es muy favorable para el restaurante porque indica que el comensal tiene un perfil de apóstol y este perfil lo define como un cliente cuyo comportamiento es favorable; es decir, el comensal volverá con frecuencia y recomendará a sus amigos y familiares.

PALABRAS CLAVE: diagramas de influencia; calidad del servicio; lealtad del comensal.

THE QUALITY FACTORS OF THE SERVICES IN THE LOYALTY OF THE GUESTS OF THE RESTAURANTS OF MARISCOS, RIOBAMBA, ECUADOR SEEN FROM AN IMPACT SIMULATION SYSTEM

ABSTRACT

The objective of the present investigation was to identify the risk factors and success of the quality of the services through the influence diagram and determine their impact on the loyalty of the diners of the seafood restaurants of the city of Riobamba - Ecuador. A diagnosis of the study variables was carried out and the causes of the levels of diner loyalty were identified, as well as an influence diagram model was proposed to know the probabilistic impact of the service quality factors on loyalty of the diners. The population was made up of 3,451 diners who consumed in the months of October and November 2015 and a sample of 346 diners was used. The factor of the quality of the services of the seafood restaurants of the city of Riobamba Ecuador, had an impact on the loyalty of the diners since if it improves in the critical factors of success identified, the probability that a diner has the category or the apostle profile reaches a probability of 67.6%; and that their profile is indifferent is 22.5% The degree or level of loyalty of the diners reached 86.5444 measured on a percentage scale which is very favorable for the restaurant because it indicates that the diner has an apostle profile and this profile defines it as a customer whose behavior is favorable; that is, the diner will return frequently and recommend to their friends and family.

KEYWORDS: influence diagrams; quality of service; diner loyalty.


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