Análisis de la gestión administrativa de negocios legales de comidas rápidas de la parroquia rural José Luis Tamayo del cantón Salinas, Santa Elena, del año 2021, para determinar el grado de posicionamiento en el mercado.

Abstract

The research work was based on analyzing the administrative conditions in which fast food businesses are developed in the José Luis Tamayo Parish with the purpose of strengthening their management within the economic apparatus of their community. Fast food businesses constitute the basic set of commerce and are the main agents of wealth creation; they are found in the SME sector. The general goal of this research was to analyze the administrative management of the formal fast-food businesses of the Rural Parish of José Luis Tamayo in Salinas canton, Santa Elena province, first half of 2021, to determine the degree of positioning of these businesses in the market. The methodology used was a qualitative-quantitative approach due to the search for information and numerical data. The scope of the research was exploratory and descriptive since information was obtained from secondary sources through the bibliographic review. Field research was applied through surveys conducted with local people who own establishments and with tourists who mostly come from Guayaquil and cantons of the Province of Guayas, and who are the ones that generate the greatest demand for fast foods in the sector. The survey mainly analyzed the frequency of consumption, level of care, physical environment, and service performance. The sample was taken through accidental non-probabilistic sampling, in which a result of 384 people subject to the investigation was obtained; In addition, interviews were conducted with four most representative manager-owners of fast-food businesses to verify what type of administrative management they were applying. The analysis of the results showed that the businesses have the potential to position themselves in the parish, however, to achieve this they depend on the decisions in administrative management aspects by their owners. Improving the levels of service and attention, the quality of the menu, the presentation of the premises, and implementing business planning and control concepts, are the main results observed in the processing of the data collected.