Elementos de la servucción y su relación e influencia con las estrategias de tangibilización, para la toma de decisión de una Academia de Danza en Cuenca 2025.

Abstract

This thesis focuses on analyzing how elements of service production (infrastructure/environment), service provider, other clients, and tangibles strategies, as well as price and brand positioning, influence users’ decision-making when selecting a dance academy in the city of Cuenca. A sequential methodological approach was employed, beginning with an exploratory qualitative phase using interviews and focus groups. Following this phase, several key dimensions emerged, allowing for the development of a tentative questionnaire for the subsequent quantitative phase. Primary data was collected through a survey administered to a sample of 199 individuals selected using stratified sampling. The quantitative phase analysis employed descriptive statistical techniques, non-parametric tests, and hierarchical and ordinal regressions. The results show that decision-making in dance academies is based on a comprehensive evaluation of the service's value. Infrastructure indirectly influences the decision through price perception. The service provider emerges as a decisive factor, given that their technical and interpersonal skills generate statistically significant differences. Furthermore, interaction with other clients reveals that users not only evaluate the quality of instruction but also how they feel interacting with other students during classes. Thus, perceived positioning reduces uncertainty and strengthens perceptions of professionalism and differentiation.