Estrategias de fidelización en hoteles de Guayaquil para mejorar la lealtad y satisfacción del cliente

Abstract

This research analyzes the implementation of loyalty strategies in three, four and five star hotels in Guayaquil, and their relationship with customer loyalty, which is why the relevance of the study lies in the key role that loyalty plays for the sustainability and competitiveness of the hotel sector in a post-pandemic context, characterized by a more demanding and digitalized market, therefore, the main objective is to identify the most used loyalty strategies in these establishments and evaluate their effectiveness from the perception of guests, through a mixed approach, with a non-experimental, cross-sectional and descriptive level design, using the structured survey technique with a Likert scale, applied to a non-probabilistic sample of 385 guests who recently stayed in hotels in the city, obtaining as a result that the aspects most valued by guests include personalized attention, cleanliness of the facilities and the efficiency of the check-in process, however, deficiencies are identified in post-stay follow-up and the personalization of benefits, allowing us to reach the conclusion that, although most hotels apply loyalty strategies, these do not always are neither systematic nor sustained over time, so it is recommended to strengthen post-visit communication channels, implement more personalized loyalty programs, and leverage digital tools to improve the customer experience.