Gestión de Marca y su Influencia en el Área de Ventas del Restaurante La Rayuela en la Ciudad de Riobamba.

ABSTRACT: The present study emphasized determining the influence of brand management in the sales area of the La Rayuela restaurant in the city of Riobamba. Brand management is an essential part of sales because a strong, well-managed brand can build trust and customer loyalty and create emotional connections, which can lead to greater brand loyalty. To ensure that the proposed strategies generate the expected results, considering the influence of brand management in the sales area of the La Rayuela restaurant in Riobamba, objectives and hypotheses were established that contribute to defining the research. Variables that provide the essential knowledge to carry out the study are described. In the methodological section, the hypothetico-deductive approach was chosen. This approach allows one to verify or refute the formulated hypotheses, collect and analyze data, and present results using field research and descriptive research. In the survey section, the quality of service, customer loyalty, level of participation in social networks, economic income in relation to brand management and the sales area in the La Rayuela restaurant in the city of Riobamba. The results found showed the influence that brand management has had in the sales area, detecting areas for improvement, including digital marketing that will increase the visibility of the restaurant, interaction with customers, measurement of results, cost reduction, and more effective service promotion.

• Egile nagusia: Lema Auquilla, Henry Sebastian (author)
• Formatua: bachelorThesis
• Argitaratua: 2024
• Gaiak: Gestión; Ventas; Marketing; Digitalización
• Sarrera elektronikoa: http://dspace.unach.edu.ec/handle/51000/13294