Diseño de un flujo digital para optimizar la gestión de pedidos a domicilio integrado en las redes sociales de Resbaladera la Tradicional

Abstract

In Guayaquil when we talk about the gastronomic sector, there are various businesses where home order taking is managed through their social networks, which can be WhatsApp and Instagram. These operational processes are managed manually and with little innovation, causing delay times in the response to the user, errors in the collection of customer data and a low level of operational organization. This situation considerably impacts the efficiency of the service and the customer experience within digital environments. Against this context, the objective of this study is to design an automated digital flow in order to optimize order management and in this way effective conversational attention can be standardized in the different social networks of the "Resbaladera La Tradicional" business in an established period from October 2025 to January 2026. The framework that comprises the research had an applied quantitative approach, with a non-experimental design and descriptive - propositional scope. A structured survey was carried out as an information collection instrument, which was carried out on 312 potential users. In addition, three different users were selected in order to validate the functionality of the prototype within the WhatsApp and Instagram channels. The results indicate that 78% of those surveyed perceive social networks as a digital means to order food at home, on the other hand it is evident that 65% agree that there are periods of delay, delays and organizational lack in the attention to them due to ineffective manual processes. Based on the perceived findings, an automated chatbot was designed that includes product selection functionalities, user data capture, constant order confirmations and integration of the same orders automatically into digital control sheets. The study concludes that the proposed automated digital flow improves order organization, reduces information-handling errors, and enhances interaction clarity with users. The proposal contributes to the field of digital business by offering a conversational automation model applicable to small gastronomic enterprises. As a practical outcome, the system projects more standardized, traceable, and efficient digital service processes, strengthening customer experience and supporting operational optimization in social media-based ordering environments.