Diseño de un plan de merchandising para mejorar la calidad del servicio en el hostal unicornio del cantón Francisco de Orellana, provincia de Orellana

Abstract

Within the tourist lodging company "Hostal Unicornio" there is a discontinuous application and absence of promotional strategies, which have not been renewed and implemented due to lack of budget, leaving aside the added value offered to users. Therefore, the objective of this study was to design a Merchandising Plan with seduction techniques to improve the quality of service at the Hostal Unicornio, in Francisco de Orellana, Orellana province. The methodology implemented had a qualitative and quantitative approach, where a non-experimental design of transversal type was used, since the variables were not subjected to any type of change, to know the population and sample of study it was necessary to establish the period of time which was: from December 2021 to November 2022; where the research subjects were the clients who stayed in the establishment, in the same way it was fundamental the application of a documentary and field research to obtain the necessary information through methods, techniques and instruments, the same that were an interview directed to the owner manager and the survey applied to the clients who stayed in the establishment during the established period. This methodology allowed to analyze the customer's experience before, during and after visiting the institution, allowing to design strategies with seduction techniques which were elaborated based on the tastes and preferences of the consumer. Therefore, it is concluded that the Hostal Unicornio has a lot of experience in the hotel market, but little knowledge in advertising management, so it was found the lack and intermittency of strategies with seduction techniques to help improve the quality of service to strengthen and position the brand in the market.