Transformación digital en una librería tradicional : estrategia de gestión de cambio en la adopción de un asistente virtual con inteligencia artificial.

Abstract

The present case study examines the digital transformation of Librería Don Quijote, a traditional bookstore located in the city of Piñas, in the province of El Oro, which has provided close and personalized service for over four decades. The study takes a qualitative approach, using interviews as the main research tool and applying the ADKAR model to shape a change management strategy aimed at implementing an artificial intelligence powered virtual assistant without compromising customer service quality. Through digital maturity assessment and the use of the Business Model Canvas, the study identified strengths related to human capital, as well as challenges concerning the limited integration of technology in key processes. The project proposal presents an accessible transition for the business, allowing frequent responses to be automated and freeing time from repetitive tasks. The main conclusions highlight an empathetic modernization aligned with the organizational culture, which not only improves efficiency but also strengthens the legacy of the business. This case study proposes a digital transformation carried out with sensitivity, a solid strategy, and appropriate tools.