Análisis de la percepción de calidad del Hostal Palm Beach en Salinas - Santa Elena, para el diseño de un plan integral de mejora de los servicios.

Abstract

This research aims to analyze the perception of service quality at Hostal Palm Beach, located in the city of Salinas, Santa Elena Province, in order to design a comprehensive improvement plan that contributes to optimizing customer satisfaction and strengthening the establishment’s competitiveness. The study was conducted under a mixed-methods approach, combining quantitative and qualitative techniques. From the quantitative perspective, a survey based on the SERVQUAL model was administered to the hostel’s guests, evaluating the dimensions of tangibles, reliability, responsiveness, assurance, and empathy. From the qualitative perspective, semi-structured interviews were conducted with administrative and operational staff, as well as a focus group with recurring customers and an analysis of digital reviews (e-WOM), with the purpose of gaining deeper insight into the perceptions obtained. The results reveal the existence of gaps between customers’ expectations and perceptions, mainly in aspects related to responsiveness, the condition of the facilities, and personalized attention. However, strengths were also identified, particularly regarding the hostel’s strategic location and the friendliness of the staff. Based on the diagnosis obtained, a comprehensive strategic improvement plan was designed, including process redesign, human talent training, strengthening of quality management, promotional strategies, and a monitoring and control system. It is concluded that the implementation of this plan will raise service standards, enhance the guest experience, and position Hostal Palm Beach as a competitive alternative within the local tourism sector.