Estrategias de innovación y calidad de los servicios en el hostal Anita, Montecristi.

Abstract

The objective of this study is to identify innovation strategies to improve service quality and customer satisfaction at Hostal Anita in Montecristi. Problems related to image, management training, and insufficient promotion, among other factors, contribute to customer dissatisfaction with the hotel's value for money. A qualitative and quantitative approach with an exploratory and descriptive scope is used. Part of the results are obtained through interviews with the hostel owner, observations of the establishment's operations, and documentary analysis. For the diagnosis, an adapted version of the SERVQUAL questionnaire is administered to 75 guests. The sample is associated with in-person guests, who are sampled using convenience sampling, taking into account the most feasible day and time. The analysis of the data reveals a gap between customer expectations and perceptions of the quality of the services offered, highlighting the need to manage the perception of service value. Furthermore, it is noted that the hostel lacks a social media advertising or promotion strategy, which represents an opportunity for innovation to improve its visibility and attract new guests.