Investigaciones sociales para evaluar la satisfacción de los clientes en empresas turísticas del Ecuador

Abstract

Tourism has become one of the sectors with the highest development and growth in the world economy and this is not an exception in the Ecuadorian case. The objective of this work is to evaluate the quality of the services of tourism companies and especially customer satisfaction as a necessary input to establish sustainability strategies and policies. The application of three social research methods (qualitative and quantitative), inserted in a single survey, is proposed. The methods used were the Iadov test to evaluate the perception of customers about the levels of use and the feasibility of providing the desired results; the Net Promoter Score (Coefficient of recommendation) to evaluate the tourism company's willingness to recommend; and a version of the PNI tool (Positive, Negative and Interesting) to collect information about the main achievements and difficulties of the business. The integration of these tools has a methodological value and the results achieved in the facilities under study give it a practical nature and generator of improvements. The results achieved in a case study are shown.