Plan de merchandising para mejorar la calidad del servicio. Caso: Hotel Zeus de la ciudad de Riobamba

Abstract

The main aim of this research project is to design a merchandising plan aimed at improving the quality of service at the Zeus hotel, Riobamba City. Thus, for the development of the research, different research techniques were used with their respective instruments, the survey applied to current clients, the interview with their questionnaire based on the RMG matrix that was adapted to merchandising and applied to the hotel´s general manager, direct study through the observation sheets carried out by experts in the subject that were selected , Eye tracking and electroencephalogram neuroscientific techniques that helped determine the areas of interest of the hotel and know the level of attention and meditation of people in the face of a stimulus, the assessment of the sample was performed using the occupancy rate and the number of places of the second category hotels are 6, Riobamba city which results obtained, it was determined that the hotel needs merchandising efforts because it does not have a good setting, they do not have a corporate identity that generates a visual impact and they do not know the tastes and preferences of customers to be able to retain them, therefore, it has been necessary design visual merchandising and seduction strategies that generate new experiences, activate the emotions and sensations of customers, to improve perception of the quality of service, it is recommended to apply the proposed strategies to generate greater impact, retain current customers and attract potential customers.