Estudio de la satisfacción del usuario de hoteles cinco estrellas de la ZMG: una aplicación del instrumento Servqual
DOI:
https://doi.org/10.32870/myn.v0i22.5161Keywords:
calidad del servicio, hospitalidad, sector hotelero, Servqual, satisfacción del consumidor, lealtad del consumidorAbstract
Actualmente las empresas de hospedaje están enfocando sus esfuerzos mercadológicos hacia la satisfacción del consumidor con el fi n de formar consumidores leales. En esta investigación se evalúan las expectativas de los consumidores versus las percepciones generadas por hoteles cinco estrellas localizados en la zona metropolitana de la ciudad de Guadalajara, para determinar la calidad del servicio, tomado como medida para llegar a la satisfacción de los consumidores. Para ello utilizamos una versión modificada del modelo Servqual para lograr una mayor efectividad en su aplicación. El estudio contiene una muestra inicial de 105 usuarios ubicados en dos hoteles, los cuales fueron examinados a través de un análisis estadístico multivariante. Se concluyó que los usuarios evalúan la calidad del servicio positivamente; a pesar de que existen diferencias entre la percepción de los usuarios en ambos hoteles, al fi nal la calidad del servicio en ambos resulta ser muy similar.References
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Mercados y Negocios by Department of Mercadotecnia y Negocios Internacionales. University of Guadalajara is licensed under a License Creative Commons Attribution-NonCommercial 4.0 International.
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