Management activities to generate customer satisfaction. An inherent study of the establishments of the gastronomic sector in the city of Quito

Abstract

The objective of this study is to know the commercial activities that are developed and contemplated by in food and beverage SMEs (Small and Medium Enterprises) in the city of Quito that contribute positively to the level of customer satisfaction during the purchase of a product or service. The study method considered for this research was quantitative, descriptive, and cross-sectional. A questionnaire was made up from affirmative questions grouped into four key components: analysis, organization and execution, planning, and control activities. It was applied to 70 establishments that provide this type of service. Consequently, a reliability analysis, an exploratory factor analysis, and a hypothesis testing analyses were proposed. As main results, all the analyzed factors obtained higher values compared to the one estimated for the reliability analysis. Three criteria acquired figures either greater than or equal to 0.7 in both analyses planning and customer satisfaction activities. According to the values ​​generated through the Barlet test, all the factors obtained a significance value of less than 0.05, and all the initial hypotheses were approved. As main conclusion, it can be inferred that the importance of a correct Commercial Management in food industry contributes to improving the degree of customer satisfaction.