Estudio bibliométrico de la innovación y mercadotecnia de servicios en la industria de restaurantes
Resumen
El principal objetivo de esta investigación es establecer los más importantes avances e investigaciones relacionadas con la disciplina de la innovación y mercadotecnia de servicios a través de la producción científica dentro de la industria de restaurantes por medio de un estudio bibliométrico de la literatura en el que se relacionó la incidencia de los tópicos innovación y mercadotecnia de servicios dentro de esta particular industria. La metodología utilizada fue una revisión sistemática que se centró particularmente en el análisis de la literatura en donde fue posible incluir investigaciones realizadas en los ámbitos empírico y retrospectivo. Los artículos fueron extraídos de la base de datos LENS.ORG. Se concluye que es fundamental entender los procesos relacionados con la innovación, transformando las ideas en hechos, y los hechos en posicionamiento de mercado. Innovar es ser capaz de visualizar todas aquellas situaciones de una forma en que se puedan hacer cosas más rápidas, más económicas y sencillas. El estudio de la mercadotecnia presentó marcos estratégicos en la búsqueda continua tanto del servicio ofertado como de la satisfacción percibida por los clientes.
Códigos JEL: C14, M31
Recibido: 17/05/2022. Aceptado: 14/09/2022. Publicado: 01/12/2022.
Palabras clave
mercadotecnia, servicios, innovación, satisfacción, percepciones
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