Uso de Canales Digitales y Ventas en Negocios de Comida Rápida de la Ciudadela El Guayacán, cantón Quevedo
Resumen
La incorporación de canales digitales básicos ha modificado la forma en que los pequeños negocios de comida rápida promocionan productos, reciben pedidos y mantienen contacto con sus clientes, especialmente en sectores donde no existen plataformas formales de venta. En la Ciudadela El Guayacán del cantón Quevedo, varios locales utilizan WhatsApp, Facebook, Instagram, llamadas, mensajes, estados, pedidos para llevar y delivery como recursos cotidianos de gestión comercial; sin embargo, resulta necesario conocer cómo propietarios y administradores perciben su relación con las ventas. La presente investigación tuvo como propósito analizar la relación entre el uso de canales digitales y las ventas percibidas en negocios de comida rápida del sector estudiado. El estudio siguió un enfoque cuantitativo, de tipo aplicado, con alcance descriptivo-correlacional, diseño no experimental y corte transversal. La muestra estuvo conformada por 40 locales seleccionados mediante muestreo no probabilístico por conveniencia. La técnica empleada fue la encuesta y el instrumento consistió en un cuestionario de 18 ítems con escala de Likert de cinco niveles, cuya confiabilidad alcanzó un Alfa de Cronbach de 0.9846. Los datos fueron procesados en Excel 2021 y Minitab 22.4.0. Los hallazgos evidenciaron un uso favorable de redes sociales, WhatsApp, llamadas, pedidos para llevar y delivery. También se identificó una valoración positiva de ingresos diarios, frecuencia de pedidos y estabilidad comercial. Finalmente, se obtuvo una asociación positiva muy alta entre ambas variables, con rho de Spearman de 0.9900, sin establecer causalidad directa.
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Derechos de autor 2026 Cristhian Adrián Rivas Santacruz , Valeria Belén Rojas Carvajal
Esta obra está bajo licencia internacional Creative Commons Reconocimiento 4.0.
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