Análisis de la calidad de servicio y fidelización de los clientes del hotel MantaHost Manta.

Abstract

The research focused on analyzing the influence of service quality on customer loyalty at the MantaHost Hotel in Manta. Service quality was defined as the ability to exceed customer expectations, based on the SERVQUAL model that encompasses the tangible dimensions, reliability, responsiveness, security and empathy. Loyalty, on the other hand, was defined as the ability to create lasting relationships with customers, encouraging their return and recommendation. The main objective was to analyze how service quality influences hotel customer loyalty. Methodologically, a mixed approach was used with a descriptive and correlational scope, and a non-experimental and transversal design. Customer surveys, online feedback analysis, and IBM SPSS software were used for data analysis. The results obtained revealed a strong influence of service quality on loyalty, highlighting the importance of tangible elements, reliability, responsiveness and staff empathy. As a proposal, the design and implementation of a loyalty program was proposed to strengthen the relationship with customers, rewarding them for their loyalty and offering them exclusive experiences. Finally, it was concluded that service quality is a determining factor in customer loyalty at the MantaHost Hotel, and that the implementation of a loyalty program can contribute significantly to the success of the hotel.