Manual de estrategia de atención al cliente en el centro turístico sisawa, del cantón Tena.

Abstract

The objective of this work was to design a customer service strategy manual that optimizes service quality at this resort, promoting a satisfactory experience for visitors and improving the reputation of Sisawa Resort, in the Tena canton. To achieve this objective, a mixed methodology was used, beginning with a thorough diagnosis of the current status of customer service processes through surveys of 164 customers, interviews with the owner, direct observation, and other tools. As a result of the methodology used, positive responses were shown in customer service, but critical points affecting the customer experience were also detailed. Data-driven development of customer service strategies allows for the identification of both weaknesses and opportunities for improvement within the resort. There is limited visibility during weekdays, a lack of information on services, poor signage, lack of staff training, and complaint or conflict management. Based on these results, a manual was designed with clear policies to improve the aforementioned critical points, as well as customer welcome and farewell. Improvements to the infrastructure and staff training are recommended. Finally, a manual of empirical customer service strategies is being developed, which will serve as a practical guide for the Sisawa tourist center staff, ensuring a high-quality service experience, customer loyalty, and tourism growth in the Tena canton.