Incidencia de la situación de uso con la integración de diferentes modelos moleculares y sus formas de pago; para medir la sensibilidad al precio en servicios de entretenimiento de centros de diversión nocturna, bares y discotecas, en la ciudad de Cuenca, en el periodo 2023

Abstract

Few studies focus on analyzing consumer behavior from a service marketing perspective, with little information related to molecular models. However, there is research showing that the usage context and the payment method have an impact on price sensitivity of a service. This study aims to further explore the relationship between these variables, which are crucial for the management of nightlife centers. To achieve this, a quasi-experiment was conducted with the participation of sixty subjects, divided into three treatment groups and two control groups. Three hypotheses were formulated to examine whether the usage context affects the integration of at least two different molecular models, and whether the situational context and payment method significantly influence price sensitivity of the service. The results reveal that although the integration of more than two molecular models is identified, the usage context does not explain this integration. Additionally, a significant relationship was found between the situational context and the absolute service price sensitivity perceived by the customer. Moreover, payment methods such as cash, credit cards, and transfers were found to influence price sensitivity. The study concludes with recommendations that contribute to improving the management of bars and nightclubs, as well as suggesting areas of research for future studies.