Influence of marketing on service quality at Pro-café station, Jipijapa, Ecuador

Abstract

DOI: https://doi.org/10.46296/rc.v8i15.0342

In the city of Jipijapa, located in the province of Manabí, Ecuador, coffee is more than just an economic asset it is a cultural symbol that defines the identity of the city. Estación Pro-Café, managed by the La Prosperina Foundation and the local municipality, blends traditional coffee-making heritage with modern marketing strategies and operations. However, it faces a specific challenge that is the focus of this article: aligning the quality of its marketing efforts with the level of service provided by the establishment. This alignment is crucial, as it significantly impacts the business’ competitiveness and overall success. Consequently, this article examines how marketing strategies influence the perceived quality of service at Estación Pro-Café, a micro-enterprise located at the Monument to the Jipijapa Hat. Using a qualitative approach, a significant connection was identified between cultural identity marketing and customer satisfaction. The findings reveal that incorporating local elements into the product offerings enhances customer loyalty, highlighting opportunities to optimize marketing efforts, particularly in the digital realm. The article proposes an analytical framework that links promotional strategies with quality standards, emphasizing opportunities to refine marketing approaches and improve service quality. The results demonstrate that integrating traditional foods into the product lineup increases loyalty among both local consumers and tourists. However, the quality of service remains a critical factor to address. This study underscores the importance of aligning marketing practices with service excellence to strengthen the business's competitive edge and ensure long-term success.

Keywords: Digital marketing, Service, Analysis, Perception, Influence.