Estudio del comportamiento de los canales de distribución digitales; directos e indirectos bajo el modelo estratégico push y pull en la dinámica de accesibilidad y tangibilización en restaurantes de categoría “3, 4 y 5 tenedores” de la ciudad de Cuenca en el período 2021

Abstract

This article studies the behavior of digital distribution channels used by “3, 4 y 5 Tenedores” restaurants in Cuenca city for 2021 period. The objective is to analyze the management of direct and indirect digital channels within the strategic Push & Pull model, also considering accessibility and tangibility as factors inherent to the service. Elements that are part of the marketing mix such as product, price and sales promotion are analyzed within the strategic Push & Pull model applied to distribution based on tools such as the structured observation of the channels and a survey applied to the owner-managers of said restaurants. With the obtained results, it is determined which product is the element that exerts pressure on both types of channels. As of tangibility in direct channels, the elements that contribute to this strategy are the product and the number of sales promotion objectives, while in indirect channels, no element from the model contributes to it, finally, the Push & Pull model does not constitute a contribution to the accessibility of the “3, 4 y 5 Tenedores” restaurant service in Cuenca city.