FACTORES DE SATISFACCIÓN EN LAS CAFETERÍAS DEL SECTOR SAMBORONDÓN

Abstract

The work exposed discloses the concept of customer satisfaction and the impact on the coffee shops located in Samborondón, Guayaquil. It also includes the study of customer’s behavior in different aspects through field research. The main purpose of this study is to demonstrate the importance of customer’s satisfaction, which is produced after the experience of consumption. Besides, it is necessary to analyze the public’s loyalty to specific coffee shops and with the results achieve the goal of determining what differentiates one from another. By the same token, to explain the possible alternatives that businesses can apply to maintain and extend their customers considering satisfaction as principal factor. For data collection surveys were conducted and also studies on the principles of marketing, customers in the business, and the main features of each coffee shop that was chosen as an object of study.