Factores que mejoran la calidad del servicio electrónico del sector hotelero en el Perú
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Date
2020-03-30
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Publisher
Red Internacional de Investigadores
Abstract
La mercadotecnia digital hoy en día es indispensable para el desarrollo de las PYMES del sector hotelero, por lo tanto el objetivo de esta investigación es determinar los factores de la mercadotecnia digital que mejoran la calidad de servicio electrónico que ofrecen las PYMES de los hoteles de la zona turística del Perú. En la revisión de la literatura se encontraron 4 factores: la gestión de las redes sociales, la interacción de aplicaciones móviles, la calidad de la información en la interfaz y la gestión de las relaciones con los clientes. Esta investigación es Descriptiva y Explicativa, de enfoque cuantitativo, ya que se diseñó y aplicó una encuesta a los huéspedes que adquirieron los servicios de hospedaje vía electrónica. Los resultados mostraron que las redes sociales y la interacción de aplicativos móviles son los factores más importantes para la calidad de servicio electrónico.
Digital marketing today is essential for the development of SMEs in the hotel sector, therefore the objective of this research is to determine the factors of digital marketing that improve the quality of electronic service offered by SMEs in hotels in the tourist area of Peru. In the literature review, 4 factors were found: the management of social networks, the interaction of mobile applications, the quality of information on the interface and the management of customer relations. This research is Descriptive and Explanatory, with a quantitative approach, since a survey was designed and applied to the guests who acquired the hosting services electronically. The results showed that social networks and the interaction of mobile applications are the most important factors for the quality of electronic service.
Digital marketing today is essential for the development of SMEs in the hotel sector, therefore the objective of this research is to determine the factors of digital marketing that improve the quality of electronic service offered by SMEs in hotels in the tourist area of Peru. In the literature review, 4 factors were found: the management of social networks, the interaction of mobile applications, the quality of information on the interface and the management of customer relations. This research is Descriptive and Explanatory, with a quantitative approach, since a survey was designed and applied to the guests who acquired the hosting services electronically. The results showed that social networks and the interaction of mobile applications are the most important factors for the quality of electronic service.
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Keywords
Mercadotecnia digital, Calidad, Servicio electrónico, Sector hotelero, Digital marketing, Quality, Electronic service, Hotel sector