Evaluación de la innovación en el servicio y su influencia en la decisión de compra en hoteles de la ciudad de Manta

The present investigation was carried out with the objective of evaluating the innovation in the service and its influence on the purchase decision in hotels in the city of Manta, which applied a four-phase methodology, as a first objective, it was executed with the identification of the indicators of the variable innovation in the service and purchase decision, to subsequently select them through the meta-analysis technique; With reference to the second objective, the current state of the variables was measured through two surveys which were presented to both hotel managers and their clients; on the other hand, those results were processed with the SPSS software for the acquisition of the reliability coefficient and data analysis; while the third phase was carried out with the determination of the correlation that exists between the indicators of the variables innovation in the service and purchase decision, allowing to know which are being applied in the hotels; Finally, a proposal was developed with actions that contribute to the purchase decision through service innovation, with the use of the 5w+1h matrix. The main results established a positive and strong correlation with the variable innovation in service and purchase decision. It is concluded, then, that hotels have poor innovative actions and, therefore, should focus on developing innovative strategies that influence customer decision-making.

• Main Author: Alcívar Cervantes, Yendry Patricio (author)
• Other Authors: Villamil Hidalgo, Iván Loberty (author)
• Format: bachelorThesis
• Language: spa
• Published: 2022
• Subjects: Innovación en el servicio; Decisión de compra; Hotel; Tangibilidad
• Online Access: http://repositorio.espam.edu.ec/handle/42000/1840