Diseño de modelo de negocio de producto gastronómico experiencial para la ciudad de Guayaquil. Caso : comidas rápidas.

Abstract

The objective of this degree work is to design a business model of an experiential gastronomic product for the city of Guayaquil (Case of fast food), which seeks to improve the service provided by fast food restaurants and in turn provide experiences to consumers , looking for the client to have confidence in the brand. The research methodology used for data collection was a mixed approach, including qualitative and quantitative tools, with the aim of analyzing customer satisfaction and the perception of quality received. Based on this information, we design a business model that satisfies customers of this type of restaurant. The proposed Business Model used the Canvas Model based on a value proposal aimed at the segments identified in the market research.