Design of the service experience for customer satisfaction, case study hotel Balandra, Manta, Ecuador

Abstract

This study focuses on the creation of a package of tourist services aimed at improving the customer experience at the Balandra hotel. Its main objective was to integrate both tangible and intangible aspects in order to optimize perceived quality and guest satisfaction. To do so, a methodology was used that combines qualitative and quantitative approaches. Structured surveys were used to measure customer satisfaction and assess their perception of quality. In addition, in-depth interviews were conducted with those in charge of key areas of the hotel, in order to obtain a more detailed view of the services. Direct observation allowed recording the behavior and attitudes of customers in real time, while netnographic analysis allowed identifying trends, opinions and suggestions related to the establishment. These tools provide a comprehensive view of the customer experience, which facilitates the design of a service package tailored to their needs and expectations. The results revealed that the aspects with the greatest influence on guests are the cleanliness and comfort of the rooms, the quality and variety of the gastronomic offer, the friendliness and efficiency of the staff, and the availability of recreational activities. Based on these findings, a service package is proposed that addresses these key areas to increase the competitiveness of the Balandra hotel, encourage positive recommendations and generate loyalty among visitors, guaranteeing a comprehensive and memorable experience.