Influence of Relational Marketing and Word of Mouth in Traditional Ecuadorian Gastronomy
Traditional gastronomy is important in the identity of a pueblo or a nation, it is where marketing is an ally that allows the diffusion of culture and food traditions. The objective of this study is centered on the need to know the direct influence of relational marketing on gastronomy. A bibliograp...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | Ecuador |
| Institución: | Universidad Tecnológica Equinoccial |
| Repositorio: | Revistas Universidad Tecnológica Equinoccial |
| Idioma: | español |
| OAI Identifier: | oai:ojs.ute.edu.ec:article/1010 |
| Acceso en línea: | https://revistas.ute.edu.ec/index.php/economia-y-negocios/article/view/1010 |
| Access Level: | acceso abierto |
| Palabra clave: | Gerencia de marketing Marketing relacional Gastronomía tradicional Comunicación boca a boca Cultura y tradiciones alimentarias Marketing management Traditional gastronomy Relational marketing Word of mouth communication Culture and food traditions |
| Sumario: | Traditional gastronomy is important in the identity of a pueblo or a nation, it is where marketing is an ally that allows the diffusion of culture and food traditions. The objective of this study is centered on the need to know the direct influence of relational marketing on gastronomy. A bibliographic review was carried out, applying the deductive and descriptive method that allowed the identification of the constructs to be investigated, from which the necessary information that will support this study was gathered. The field investigation determines that relational marketing and word of mouth have an influence on traditional gastronomy, the results evidence the benefit that brings with it the implementation of relational marketing in typical food establishments. With this, it was possible to corroborate the hypotheses raised that dictate that there are certain marketing specialties, as well as strategies that help to promote the recognition of this type of gastronomy. Therefore, it is very important to recognize that within all the variety of marketing specialties, there are specific two that are used so that the traditional food establishments have a clientele that remains loyal and above all that helps to propagate the perceptions. satisfactory or positive about the services through the recommendation of persona in persona. |
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