Análisis de la relación entre la satisfacción del cliente y su lealtad hacia las marcas hoteleras en la ciudad de Machala.

Abstract

This study examines the relationship between customer satisfaction and customer loyalty towards hotel brands in the city of Machala. The main objective is to analyze how satisfaction influences customer loyalty, identifying critical areas for improvement in the services offered by hotels. For this purpose, a non-experimental research design with a descriptive and correlational approach was applied, using the SERVQUAL model. This model measures service quality through five dimensions: tangibility, reliability, safety, responsiveness and empathy. Surveys were conducted with clients of several hotels in Machala, collecting data on their expectations, perception of service quality, and brand loyalty. The results show that there is a positive and significant correlation between perceived service quality and customer satisfaction, which in turn directly influences their loyalty towards hotel brands. Customers who experienced high quality service showed a greater tendency to return and to recommend hotels to others. The research concludes that, for hotels in Machala, improving service quality is essential not only to increase customer satisfaction, but also to strengthen customer loyalty. This suggests that infrastructure and service improvements can have a considerable impact on customer retention and attracting new customers.