Aplicación del app “pide y recoge” como estrategia de fidelización en cafetería Juan Valdez, Manta.

Abstract

This study examines the impact of Juan Valdez's “Pide y Recoge” application on customer loyalty, taking as a base the establishment located in the city of Manta. The main objective is to evaluate the usability, adaptability and accessibility of the applica tion, as well as its relationship with customer retention and satisfaction. Through a survey of 356 users. The variables of usability and satisfaction were measured using a Likert scale. In addition, Cronbach's alpha coefficient was used to evaluate the reliability of the tool. A non-experimental design was used to observe the interactions in their natural context. The application received good reviews for its ease of use and customization by the majority of respondents. However, there are still areas for improvement, especially in terms of usability, due to the customer segment that Juan Valdez has. Although customer retention and satisfaction were high, weaknesses were found in the customer loyalty index. The findings showed a significant and statistically significant positive correlation between the mobile application and its component dimensions with customer loyalty at the Juan Valdez coffee shop in Manta, thus confirming the hypotheses raised. Based on the results obtained, it is suggested that an administrative management action plan be implemented to focus on the analysis of data collected in surveys on satisfaction, loyalty, integration and adaptability. The application will be established to flourish in a competitive market, ensuring long-term stability and success.