Resumen

PAREDES NUNEZ, Ángela Verónica; ICHINA ACHACHE, Luis Fernando  y  SALAS MEDINA, Paulina Elizabeth. Tools for evaluation and improvement of the customer experience in the hotel sector. Universidad y Sociedad [online]. 2024, vol.16, n.1, pp. 320-331.  Epub 28-Feb-2024. ISSN 2218-3620.

The provision of quality service in three-star hotels not only affects the reputation and credibility of the establishment, but also ensures sustained economic income. This study, focused on the Ecuadorian context, aims to analyze, implement, and evaluate effective tools to measure and improve customer experience. The results highlight the need for a specific manual and continuous training strategies for staff, focusing on areas of improvement such as communication and efficiency in care. The customer demographic, primarily between 18 and 45 years old with higher education, offers opportunities to adapt strategies and generate sustainable income. The implementation of personalized measures not only increases customer satisfaction, but also strengthens the competitiveness of the three-star hotel sector in Ecuador.

Palabras clave : Sustainable tourism; Customer competitiveness.