Transformación digital como estrategia de fortalecimiento de la competitividad en las mipymes del sector de restaurantes en la ciudad de Ocaña

Abstract

The research presented below addresses the issue of digital transformation as a strategy for improving competitiveness among micro, small, and medium-sized enterprises (MSMEs) in the restaurant sector in the city of Ocaña. The problem stems from the need for these businesses to adapt to the challenge of an increasingly dynamic market, where the use of digital technologies is seen as a key element that fosters efficiency, innovation, and adaptability. The main objective was to analyse how the use of digital tools helps increase productivity and achieve sustainable competitive advantages for small restaurants. The methodology was mixed, combining quantitative data collection through surveys of owners and managers of selected restaurants with qualitative interviews that helped to delve deeper into the perceptions and experiences of stakeholders in the restaurant sector. The results indicate that MSMEs that undertake digital transformation processes improve customer service, market reach, and internal operations, thereby enhancing their competitiveness.