Ingeniería en Marketing

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Browsing Ingeniería en Marketing by Author "Arias Villalta, Karen Paola"

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    Incidencia de los elementos de la servucción en la valoración del servicio en restaurantes de primera y segunda categoría especializados en comida internacional en la ciudad de Cuenca
    (Universidad de Cuenca, 2020-10-27) Arias Villalta, Karen Paola; Loja Buestán, Tania Janneth; Pesántez Vicuña, Saúl Fernando
    Currently, consumers in restaurants demand experiences over the final product (food), they are more demanding for access to information and greater knowledge of the service; given this, to provide a service according to the requirements of consumers, it is essential for managers to know the aspects that influence their experience. This article analyzes the incidence of the elements of the servuction model (associated with experience) in the valuation of the service in first and second category of international food restaurants. A structured survey is applied to 342 diners that allows determining the main variables to evaluate the service and how they influence its final evaluation. The main variables to evaluate the service are excellence of the dish, infrastructure (decoration, comfort tables-chairs, bathrooms), contact personnel / service provider (attention and knowledge of the waiter, training of the chef) and systems (management of waiting time). These considerations vary based on criteria such as place of origin, residence, related experiences, occupation, reservation, income and age. In the final evaluation of the service not all the main cataloged variables have an influence, other variables are also included. The variables that explain the final evaluation of the service are decoration, music, waiter service and waiting time management. Finally, criteria such as situation of use, sex, occupation and reservation, influence the choice of diners when including variables from the elements of infrastructure, contact personnel and other clients, to assess the service received