This research explores the incidence of social networks in customer loyalty initiatives of a group of gastronomic ventures in the initial phase, also known as "entrepreneurship", in the city of Guayaquil. Through a quantitative study that focuses on the content analysis and engagement of Instagram social network accounts, and social media marketing strategies deployed through these platforms, it is argued that there is a disconnect between the way in which the owners of restaurants used technology for customer loyalty. In the year 2021, which corresponds to the period of this study, it was evidenced that restaurant owners and staff used social networks without knowing how they could help them establish lasting relationships with their existing customers. Hence, on Instagram, the accounts of these restaurants reflected high levels of engagement without demonstrating high levels of custome...

This research explores the incidence of social networks in customer loyalty initiatives of a group of gastronomic ventures in the initial phase, also known as "entrepreneurship", in the city of Guayaquil. Through a quantitative study that focuses on the content analysis and engagement of Instagram social network accounts, and social media marketing strategies deployed through these platforms, it is argued that there is a disconnect between the way in which the owners of restaurants used technology for customer loyalty. In the year 2021, which corresponds to the period of this study, it was evidenced that restaurant owners and staff used social networks without knowing how they could help them establish lasting relationships with their existing customers. Hence, on Instagram, the accounts of these restaurants reflected high levels of engagement without demonstrating high levels of custome...

Propone un manual de instrucciones que contribuya al diseño de estrategias de social media para la fidelización de clientes y su medición en los restaurantes en fase inicial de la ciudad de Guayaquil. Para llevar a cabo este objetivo, se empleó un enfoque cuantitativo con alcance exploratorio y descriptivo. Mediante un análisis de clústeres se logró describir las estrategias de social media empleadas para la fidelización de los clientes en 13 restaurantes de la ciudad de Guayaquil. A partir de datos primarios provenientes de las métricas de análisis de contenidos en redes sociales, se delimitaron cuatro clústeres que evidenciaron los diferentes niveles de engagement y fidelización. Los resultados corroboran que los niveles de engagement no están vinculados al número de publicaciones, sino a las acciones desarrolladas para publicar contenido de valor, la atención a los clie...