Ingeniería en Marketing

Permanent URI for this communityhttps://dspace-test.ucuenca.edu.ec/handle/123456789/92

Browse

Browsing Ingeniería en Marketing by Author "Avilés Montenegro, Juan Pablo"

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Estudio comparativo de los niveles de satisfacción entre las generaciones Millennials y X luego de la aplicación de estrategias de recuperación del servicio. Aplicado a D´Galia restaurant ubicado en la ciudad de Cuenca
    (Universidad de Cuenca. Facultad de Ciencias Económicas y Administrativas, 2026-01-08) Avilés Montenegro, Juan Pablo; Díaz Suárez, Anthony Alexander; González Loyola, Pablo Arturo
    Currently, understanding customer behavior has become a key tool to improve retention and loyalty, especially in sectors such as gastronomy, where the consumer experience plays a decisive role. This study focuses on comparing the satisfaction levels of Millennials (Generation Y) and Generation X after the implementation of service recovery strategies at D’Galia restaurant, located in the city of Cuenca. Both generations have proven to be economically active and represent the segments with the highest frequency of visits to the establishment, making it essential to understand how they react to service failures to enable the restaurant to implement more effective and personalized actions.The research adopts a quasi-experimental design in which the variable “food delivery delay time” is manipulated to simulate a service failure, followed by the application of specific recovery strategies. Control and experimental groups from both generations are used to observe significant differences in satisfaction levels, emotional reactions, and perceived effectiveness of the implemented strategies. The objective is to provide valuable information about the two generations in relation to delays in the delivery time of dishes during service.The results show no significant differences in satisfaction or perceived service effectiveness between generations. However, the experimental Generation X group (XE) expressed greater anger and surprise at the food delivery delay, revealing emotional differences compared to the experimental Millennials group (YE).