Fidelización de clientes en establecimientos de alimentos y bebidas en la ciudad de Guaranda

Daniel Alejandro  Chiriboga Secaira; Santiago  Cáceres Bonilla

doi:10.59282/reincisol.V3(6)3762-3782

Authors

Daniel Alejandro Chiriboga Secaira Universidad Estatal de Bolívar https://orcid.org/0009-0004-1851-5560
Santiago Cáceres Bonilla Universidad Estatal de Bolívar https://orcid.org/0009-0003-2014-3308

DOI:

https://doi.org/10.59282/reincisol.V3(6)3762-3782

Keywords:

loyalty; entrepreneurship; food industries; small and medium-sized enterprises; service quality.

Abstract

The study addresses the problem of customer loyalty in food and beverage establishments in Guaranda, Ecuador, a critical aspect for the sustainability of these businesses in a competitive environment. The main objective was to analyze the factors that influence customer loyalty, identifying the key characteristics that contribute to a lasting relationship between consumers and local brands. The research employed a mixed approach, with a non-experimental field design based on surveys of 25 establishments. Data were analyzed using statistical techniques such as Cronbach's Alpha, Cramér's V and Correspondence Analysis. The results revealed that only 36% of the surveyed establishments implemented loyalty strategies, with service and product quality as the most influential factors. However, strategies such as discounts and promotions showed a low correlation with loyalty, as did the use of digital tools such as online ordering. The conclusion points to the need for a more comprehensive approach adapted to the particularities of the local market to improve loyalty in these ventures.

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