La competitividad y su influencia en la calidad de servicios de hoteles cuatro estrellas de Manta.

Abstract

The perceived quality of service between the consumer's attitude towards the service provided is influenced by the expectations that the customer has, looking for a relationship that meets the needs of demand, existing customers are interested in finding suitable lodging sectors that offer exceptional service, quality products and, above all, exceed expectations. The objective of the research was "to determine how competitiveness influences the quality of services of four-star hotels in Manta". The study was supported by a mixed quali-quantitative method with several types of research, in the same way a field study was carried out which determined structured research with the comparative Likert scale, validated by the Cronbach's Alpha coefficient obtaining a value of 0.789 for the managers and 0.804 for the clients, which supports its applicability. A moderate correlation was obtained for the variables studied according to Spearman's coefficient, which indicates and gives certainty that the perception of service quality affects competitiveness as a determining factor in the hotel sector, thus corroborating the approval of the alternative hypothesis. The proposal consisted of the creation of a program of innovation and training of digital marketing strategies to improve the quality of services in the hotel sector in the city of Manta, which will benefit both managers and employees to improve customer expectations through social networks and platforms to increase the perceived quality of service.