Análisis de las Estrategias del marketing de servicios implementadas por las cafeterías del sector de Iñaquito en el centro norte de la ciudad Quito

Abstract

This research presents an analysis of service marketing strategies in coffee shops in the Iñaquito place. Using descriptive and field methodology, specific data was collected from both coffee shops and consumers. The implementation of strategies is an essential key to staying in the market and even transcending local barriers according to customer behavior that defines tastes and preferences at the time of the purchase decision. In addition, the use of technology allows to publicize the products and in turn provide information on promotions or discounts, in such a way that customer satisfaction is measured regarding product quality, service and atmosphere of a coffee shop. Also, the high competition between different brands makes it difficult to retain customers in a commercial and corporate area, where attractive product innovations are increasingly required, to exceed customer expectations and weaknesses become strengths to stay in the business world and achieve long-term success.