Plan de marketing digital para la empresa Pizzería Mozzarelli, Otavalo, Imbabura, Ecuador
This research aimed to design a digital marketing plan for the company Pizzería Mozzarelli, located in the city of Otavalo, Imbabura, Ecuador. A mixed methodology was employed, combining qualitative and quantitative approaches. In the qualitative stage, semi structured interviews were conducted with...
Saved in:
| Main Author: | |
|---|---|
| Format: | bachelorThesis |
| Published: |
2024
|
| Subjects: | |
| Online Access: | https://repositorio.puce.edu.ec/handle/123456789/44521 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Add Tag | _version_ | 1836825293562576896 |
|---|---|
| author | Quishpe Quishpe, Carlos Armando |
| author_facet | Quishpe Quishpe, Carlos Armando |
| author_role | author |
| collection | Repositorio Pontificia Universidad Católica del Ecuador |
| dc.contributor.none.fl_str_mv | Landázuri Espinoza, Sandra Nadyedja |
| dc.creator.none.fl_str_mv | Quishpe Quishpe, Carlos Armando |
| dc.date.none.fl_str_mv | 2024-10-22T18:24:50Z 2024-10-22T18:24:50Z 2024 |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | https://repositorio.puce.edu.ec/handle/123456789/44521 |
| dc.language.none.fl_str_mv | es |
| dc.publisher.none.fl_str_mv | PUCE - Ibarra |
| dc.rights.none.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Pontificia Universidad Católica del Ecuador instname:Pontificia Universidad Católica del Ecuador instacron:PUCE |
| dc.subject.none.fl_str_mv | marketing digital, redes sociales, plan de marketing, satisfacción del cliente, estrategias de marketing |
| dc.title.none.fl_str_mv | Plan de marketing digital para la empresa Pizzería Mozzarelli, Otavalo, Imbabura, Ecuador |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | This research aimed to design a digital marketing plan for the company Pizzería Mozzarelli, located in the city of Otavalo, Imbabura, Ecuador. A mixed methodology was employed, combining qualitative and quantitative approaches. In the qualitative stage, semi structured interviews were conducted with key personnel of the pizzeria to understand its internal operations and opportunities for improvement. Subsequently, an online survey was administered to 380 current and potential customers, collecting quantitative data on preferences, behaviors, and satisfaction. The analysis of the results revealed a significant positive correlation between customer satisfaction and social media interaction (0.890), as well as a willingness to receive offers and promotions through electronic means (0.936). However, areas of opportunity were identified, such as the need to strengthen the digital presence, optimize online customer service, and leverage the strategic location of the physical establishment. Consequently, a digital marketing plan was proposed, addressing these key areas with strategies such as increasing social media activity, training staff in digital customer service, improving the website, expanding home delivery capacity, and implementing innovations in products and services. The main conclusions highlight the importance of digital presence, personalized customer service, constant innovation, and leveraging competitive advantages for the company's sustainable growth. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | PUCE_e4dc1b05e2159e515ca9fd9648dbe81d |
| instacron_str | PUCE |
| institution | PUCE |
| instname_str | Pontificia Universidad Católica del Ecuador |
| language_invalid_str_mv | es |
| network_acronym_str | PUCE |
| network_name_str | Repositorio Pontificia Universidad Católica del Ecuador |
| oai_identifier_str | oai:repositorio.puce.edu.ec:123456789/44521 |
| publishDate | 2024 |
| publisher.none.fl_str_mv | PUCE - Ibarra |
| reponame_str | Repositorio Pontificia Universidad Católica del Ecuador |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Pontificia Universidad Católica del Ecuador - Pontificia Universidad Católica del Ecuador |
| repository_id_str | 2180 |
| spelling | Plan de marketing digital para la empresa Pizzería Mozzarelli, Otavalo, Imbabura, EcuadorQuishpe Quishpe, Carlos Armandomarketing digital, redes sociales, plan de marketing, satisfacción del cliente, estrategias de marketingThis research aimed to design a digital marketing plan for the company Pizzería Mozzarelli, located in the city of Otavalo, Imbabura, Ecuador. A mixed methodology was employed, combining qualitative and quantitative approaches. In the qualitative stage, semi structured interviews were conducted with key personnel of the pizzeria to understand its internal operations and opportunities for improvement. Subsequently, an online survey was administered to 380 current and potential customers, collecting quantitative data on preferences, behaviors, and satisfaction. The analysis of the results revealed a significant positive correlation between customer satisfaction and social media interaction (0.890), as well as a willingness to receive offers and promotions through electronic means (0.936). However, areas of opportunity were identified, such as the need to strengthen the digital presence, optimize online customer service, and leverage the strategic location of the physical establishment. Consequently, a digital marketing plan was proposed, addressing these key areas with strategies such as increasing social media activity, training staff in digital customer service, improving the website, expanding home delivery capacity, and implementing innovations in products and services. The main conclusions highlight the importance of digital presence, personalized customer service, constant innovation, and leveraging competitive advantages for the company's sustainable growth.La presente investigación tuvo como objetivo diseñar un plan de marketing digital para la empresa Pizzería Mozzarelli, ubicada en la ciudad de Otavalo, Imbabura, Ecuador. Se empleó una metodología mixta que combinó enfoques cualitativos y cuantitativos. En la etapa cualitativa, se realizaron entrevistas semiestructuradas al personal clave de la pizzería para comprender su funcionamiento interno y las oportunidades de mejora. Posteriormente, se aplicó una encuesta en línea a 380 clientes actuales y potenciales, recopilando datos cuantitativos sobre preferencias, comportamientos y satisfacción. El análisis de los resultados reveló una correlación positiva significativa entre la satisfacción del cliente y la interacción en redes sociales (0,890), así como una disposición a recibir ofertas y promociones por medios electrónicos (0,936). Sin embargo, se identificaron áreas de oportunidad, como la necesidad de fortalecer la presencia digital, optimizar el servicio al cliente en línea y aprovechar la ubicación estratégica del local. En consecuencia, se propuso un plan de marketing digital que abordó estas áreas clave, con estrategias como aumentar la actividad en redes sociales, capacitar al personal en servicio al cliente digital, mejorar el sitio web, ampliar la capacidad de entrega a domicilio e implementar innovaciones en productos y servicios. Las principales conclusiones destacan la importancia de la presencia digital, la atención al cliente personalizado, la innovación constante y el aprovechamiento de las ventajas competitivas para el crecimiento sostenible de la empresa.This research aimed to design a digital marketing plan for the company Pizzería Mozzarelli, located in the city of Otavalo, Imbabura, Ecuador. A mixed methodology was employed, combining qualitative and quantitative approaches. In the qualitative stage, semi structured interviews were conducted with key personnel of the pizzeria to understand its internal operations and opportunities for improvement. Subsequently, an online survey was administered to 380 current and potential customers, collecting quantitative data on preferences, behaviors, and satisfaction. The analysis of the results revealed a significant positive correlation between customer satisfaction and social media interaction (0.890), as well as a willingness to receive offers and promotions through electronic means (0.936). However, areas of opportunity were identified, such as the need to strengthen the digital presence, optimize online customer service, and leverage the strategic location of the physical establishment. Consequently, a digital marketing plan was proposed, addressing these key areas with strategies such as increasing social media activity, training staff in digital customer service, improving the website, expanding home delivery capacity, and implementing innovations in products and services. The main conclusions highlight the importance of digital presence, personalized customer service, constant innovation, and leveraging competitive advantages for the company's sustainable growth.PUCE - IbarraLandázuri Espinoza, Sandra Nadyedja2024-10-22T18:24:50Z2024-10-22T18:24:50Z2024info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisapplication/pdfhttps://repositorio.puce.edu.ec/handle/123456789/44521esinfo:eu-repo/semantics/openAccessreponame:Repositorio Pontificia Universidad Católica del Ecuadorinstname:Pontificia Universidad Católica del Ecuadorinstacron:PUCE2025-06-09T21:09:51Zoai:repositorio.puce.edu.ec:123456789/44521Institucionalhttp://repositorio.puce.edu.ec/Institución privadahttps://www.puce.edu.ec/http://repositorio.puce.edu.ec/oai.Ecuador...opendoar:21802025-07-05T15:16:33.665544Repositorio Pontificia Universidad Católica del Ecuador - Pontificia Universidad Católica del Ecuadortrue |
| spellingShingle | Plan de marketing digital para la empresa Pizzería Mozzarelli, Otavalo, Imbabura, Ecuador Quishpe Quishpe, Carlos Armando marketing digital, redes sociales, plan de marketing, satisfacción del cliente, estrategias de marketing |
| status_str | publishedVersion |
| title | Plan de marketing digital para la empresa Pizzería Mozzarelli, Otavalo, Imbabura, Ecuador |
| title_full | Plan de marketing digital para la empresa Pizzería Mozzarelli, Otavalo, Imbabura, Ecuador |
| title_fullStr | Plan de marketing digital para la empresa Pizzería Mozzarelli, Otavalo, Imbabura, Ecuador |
| title_full_unstemmed | Plan de marketing digital para la empresa Pizzería Mozzarelli, Otavalo, Imbabura, Ecuador |
| title_short | Plan de marketing digital para la empresa Pizzería Mozzarelli, Otavalo, Imbabura, Ecuador |
| title_sort | Plan de marketing digital para la empresa Pizzería Mozzarelli, Otavalo, Imbabura, Ecuador |
| topic | marketing digital, redes sociales, plan de marketing, satisfacción del cliente, estrategias de marketing |
| url | https://repositorio.puce.edu.ec/handle/123456789/44521 |