Factores que influyen en la lealtad de clientes de cadenas de comida rápida de Guayaquil

Abstract

This research analyzes the factors that influence customer loyalty toward fast food chains in the city of Guayaquil, where the growth of this sector faces consumer retention challenges due to competition and saturation of options, which generates an economic impact on companies due to the need to attract new customers rather than retain existing ones. The problem lies in the decline in customer loyalty in Guayaquil, attributed to the ease with which customers access promotions, new establishments, and diverse consumer experiences, which weakens their connection to brands. To meet the overall objective, a mixed-method approach was used, with a non-experimental design and descriptive scope, applying structured surveys with a Likert scale to 384 consumers and semi-structured interviews to three fast-food chain managers, using inductive-deductive analysis for interpretation. The results obtained show that personalized attention, positive service experience, strategic location of the establishment, loyalty programs, social media promotions, and the use of mobile applications are factors that directly influence customer loyalty. It is concluded that a strategy focused on customer service, supported by digital tools and based on satisfactory experiences, allows fast food chains to differentiate themselves, build consumer loyalty, and ensure their commercial sustainability.