La calidad del servicio en los restaurantes del malecón escénico de la ciudad de manta.

Abstract

The research addresses the quality of service in restaurants a long the scenic boardwalk of Manta, Ecuador, a key coastal tourism destination. Using the SERVQUAL model, it evaluates dimensions such as tangibility, reliability, responsiveness, assurance, and empathy. Th is model explores the gaps between customer expectations and perceptions. The study adopts a qualitative approach, employing interviews and focus groups with customers and restaurant staff from 14 establishments at El Murciélago Beach. The ftndings highlight a general satisfaction with aspects such as cleanliness, infrastructure, personalized attention, and food quality relative to price. However, it underscores that 63% of participants are first-tirne visitors suggesting challenges in fostering customer loyalty. Areas for improvement identifted include integrating technology (digital menus, online ordering systerns), incorporating foreign languages, diversifying menu options, and providing training on inclusivity. These recommendations aim to enhance the customer experience and bolster the destination's competitiveness. From an academic perspective, the research offers a comprehensive methodological approach to analyzing service quality in tourism contexts. Practically, the tindings are useful for developing strategies that enhance customer satisfaction and ·loyalty, thereby contributing to Manta's economic and tourism growth.