Análisis de la satisfacción del balneario San Francisco de la provincia de Napo, cantón Tena.

Abstract

This study analyzes customer satisfaction at the San Francisco spa, located in the Tena canton, Napo province, with the aim of identifying areas for improvement and proposing strategies to optimize the visitor experience. The research employed a mixed-methods approach, combining quantitative and qualitative methods. Surveys were administered to a sample of 382 residents of the Tena canton, evaluating key aspects such as customer service, cleanliness, maintenance, infrastructure, and signage. Direct observation and an unstructured interview with the owner were also used to develop the SWOT matrix. The results showed that 63.10% of customers perceived deficiencies in the spa's internal signage, 31.20% considered the entrance fee to be inadequate, and only 42.7% expressed overall satisfaction with the service received. Based on these findings, it is concluded that it is essential to implement improvements in the resort's infrastructure and visual communication, as well as a pricing strategy more aligned with the expectations of the target audience, in order to increase visitor satisfaction and loyalty.