Evaluación del servicio y su incidencia en la lealtad en Starbucks La Paz, México

Abstract

This research work was carried out in two Starbucks cafes of the tourist destination of La Paz, Baja California Sur, Mexico, in Plaza Galería and Plaza La Paz. The objective of this research was to assess the quality of service and its impact on customer loyalty at the two Starbucks coffee shops; it was also sought to investigate the existence of a significant difference in the averages of the quality of service dimensions and in the means of customer loyalty in the two coffee shops during the conduct of the study. A questionnaire was conducted and validated to measure the customer’s perceptions of a cafeteria offering, which was accompanied by Cronbach’s Alpha coefficient with a result of 0.8554, in addition, analyzed, quality of service, and customer loyalty through a Pearson correlation, obtaining results of 0.8996 in the assessment of factors, atmosphere, human capital, information technologies, product and image. The dimensions of the quality of service that most affect the perception and taste of the client are located in the image of the business; while the one that most impacts is the atmosphere. When it comes to the assessment of loyalty, the ones that have the most impact are the image and the human capital, while what most affect them are those concerning the atmosphere. Finally, it was not possible to find a significant difference in the dimensions of quality in service and loyalty at Starbucks.