Diseño de una estrategia para la venta de vinos en el restaurante “El Jigüe” de la Sucursal Extrahotelera Palmares Sancti Spíritus.
Fecha
2016-06-26
Autores
Armentero Arencibia, Ana Cecilia
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Editor
Universidad Central "Marta Abreu" de la Villas
Resumen
El vino es un producto muy antiguo, es parte de la cultura alimenticia de muchos países del mundo, su consumo crece continuamente y una buena oferta influye positivamente en la imagen del restaurante. La venta de vino en la restauración constituye un atractivo particular y significativos beneficios.
El Restaurante El Jigüe que pertenece a la Sucursal Extrahotelera Palmares Sancti Spíritus desea incrementar la venta de vino y la satisfacción de los clientes, sin embargo carece de un medio para establecer su propósito, lo que ha devenido en que sus niveles de ventas no sean los más adecuados, afectando el desempeño económico de la instalación en un escenario caracterizado por una alta competitividad y por las crecientes exigencias de los clientes.
El objetivo general de la investigación consistió en diseñar una estrategia para incrementar la venta de vinos en el restaurante “El Jigüe” y la satisfacción de los clientes.
Para lograr el objetivo propuesto la investigación se apoyó en varios métodos y técnicas como los teóricos: histórico - lógico, analítico - sintético, inductivo – deductivo; los empíricos: revisión de documentos, encuestas, entrevistas, observación, Juicio de Expertos para validar la estrategia y la estadística descriptiva.
Wine is a very old product, is part of the food culture of many countries, consumption is steadily growing and a good offer contributes positively in the restaurant s image The sale of wine in the restaurant is a particularly attractive and a remarkable benefit. El Jigüe restaurant belonging to the Sucursal Extrahotelera Palmares Sancti Spíritus wants to increase wine sales and customer satisfaction, but it doesn't has the means to establish its purpose, which has become their sales levels than those more suitable, affecting the economic performance of the facility in a environment characterized by high competitiveness and growing demands of customers. The general objective of the research was to design a strategy to increase sales of wine in the restaurant "El Jigüe" and customer satisfaction. To achieve the proposed objective research relied on various methods and techniques as theoretical: historical - logical, analytical - synthetic, inductive - deductive; Empirical: review of documents, surveys, interviews, observation, expert judgment to validate the strategy and descriptive statistics.
Wine is a very old product, is part of the food culture of many countries, consumption is steadily growing and a good offer contributes positively in the restaurant s image The sale of wine in the restaurant is a particularly attractive and a remarkable benefit. El Jigüe restaurant belonging to the Sucursal Extrahotelera Palmares Sancti Spíritus wants to increase wine sales and customer satisfaction, but it doesn't has the means to establish its purpose, which has become their sales levels than those more suitable, affecting the economic performance of the facility in a environment characterized by high competitiveness and growing demands of customers. The general objective of the research was to design a strategy to increase sales of wine in the restaurant "El Jigüe" and customer satisfaction. To achieve the proposed objective research relied on various methods and techniques as theoretical: historical - logical, analytical - synthetic, inductive - deductive; Empirical: review of documents, surveys, interviews, observation, expert judgment to validate the strategy and descriptive statistics.
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Palabras clave
Restauración, Estrategia de Venta, Venta de Vinos, Satisfacción del Cliente, Restaurante “El Jigüe”