Estrategias Apalancadas en Tecnologías Emergentes para Optimizar el Servicio al Cliente en los Restaurantes de Tunja.

Abstract

This research sought the design of strategies leveraged on emerging technologies to optimize customer service in restaurants in the city of Tunja, to improve service and increase customer satisfaction and loyalty. To fulfill the proposed purpose, it was necessary to involve an exploratory and descriptive methodology, with a quantitative approach, transversal design and inductive method, in which 197 people participated, representing the customers of the city's restaurants, to whom the a survey to measure the frequency of visits, the level of satisfaction, compliance and recommendations for improvement. The results showed a global satisfaction level of 67.5%; The friendliness and courtesy of the staff, along with the quality of the food, were the aspects most valued by customers; while attention to complaints and claims, the cleanliness of the bathrooms and the speed of service were the worst rated. Overall, a level of compliance with prices and online experience of 68% is required. These results show the need to implement strategies aimed at addressing these areas and thus improve the general perception of customer service. In this context, the integration of emerging technologies such as AI, Big Data, geolocation, automation and augmented reality is proposed, leading to the personalization of interactions, the promotion of loyalty and an improved visual experience in restaurants.