Marketing de servicios: incidencia en la decisión de compra en restaurantes de playita mía, Manta.

Abstract

The objective of this research was to determine how service marketing affects the purchasing decision in restaurants in Playita Mia, Manta. It was evident that 90.3% of customers consider that the quality of service they receive is a important factor when choosing the right place and product for consumption. Research supported with a mixed approach using various typologies such as: exploratory, descriptive, explanatory, deductive, a field study and bibliographic. In the same way, a survey was carried out with 15 items evaluated with a Likert scale, where the PEA population of Manta was studied. The instrument was validated using the SPSS statistical program, demonstrating a Cronbach’s Alpha of 0.843 and a Rho Spearman reliability of 0.811. Therefore, it is proven that service marketing positively influences the restaurants in the Playita Mia sector in Manta.