Plan de marketing digital para el servicio gastronómico en la ciudad de Riobamba.

Abstract

The present research had the objective to develop a proposal for a digital marketing plan in the food and drink sector, to be implemented by four business owners in Riobamba. The research type is qualitative with a descriptive-correlational approach, through a non-experimental research design. In that pursuit, two groups were studies and divided according to its categories; firstly, 10 class A restaurants that offer a gourmet service and secondly, a group made up of 1200 tax registered restaurants were part of the survey. The non-probabilistic quota sampling technique identified 4 restaurants as part of the sample, Andaluza Bed and Breakfast, Quindeloma Hotel, Abraspungo State and Zeaa Food Experience, and 300 customers. Amongst the techniques and instruments for data collection were structured questionnaires directed to the management personnel of the hotels and digital questionnaires that collected information related to digital marketing data and quality service, all condensed on the ServQual model. The results showed a positive relationship between the use of digital marketing tools and its incidence on the existing dimensions of the ServQual model, the highest association was found with that of reliability (0,62); therefore, the use of digital marketing is recommended for product positioning and creating service awareness.