Marketing de servicios para la satisfacción de los clientes de la cafetería Sara en la ciudad de Riobamba

Abstract

Cafetería Sara lacks of a service marketing plan, which affects the quality of the service it provides, consequently the performance of its staff, it does not have systematized food preparation processes, nor does it offer quick solutions to difficulties or requirements that a client presents, finally the lack of training of its staff causes internal problems to be generated in the cafeteria, which is why the objective of this research was to design a service marketing plan for the satisfaction of the customers of Cafetería Sara located in Riobamba city. The methodology that was used had a mixed approach, that is, quantitative and qualitative, an exploratory and descriptive research was used, likewise, the sources of information were primary and secondary which served for the development of the work, the population under study was PEA (Economically Active Population) of Riobamba city, being essential the application of documentary and field research that allowed obtaining relevant information, for the techniques and instruments a survey with twelve specific questions was used that determined consumer preferences. Through this methodology, it was established that customer service is essential in every organization since highly trained staff is the main basis for customers to prefer the brand over others. In this description it is concluded that the cafeteria must take into consideration the strategies developed, such as conducting training in customer service in order to improve it, incentives for staff so that they feel motivated and committed, prizes or raffles for customers encouraging them to consume the products, increasing their loyalty to the cafeteria and increasing their level of satisfaction.