The hyper-personalization of services in relation to consumer engagement in the tourism sector of the province of Tungurahua
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Abstract
The innovation of services in the tourism sector in a personalized way was considered unnecessary, since the cost was not considered an investment. As a result, companies could lose 38% of their potential customers by not providing personalized experiences. The objective of the study is to evaluate the level of application of hyper-personalization of services in relation to consumer engagement in the tourism sector in the province of Tungurahua. The methodology used was quantitative, since it allowed the collection of information through a validated instrument. The study sample was 347 people cataloged by the Economically Active Population (PEA). The result showed that the relationships model predicts a positive relationship between hyper-personalization and consumer engagement. It is concluded that customers are part of the creation of innovative services, being integrated as active partners of the company.
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Adriana Lizbeth Jácome-Campos, Universidad Técnica de Ambato - Ecuador
Advanced student and process to get a degree of Marketing and managment of bussines from Universidad Técnica de Ambato.
Customer Support Manager in "Solmaxi" Market
This article, form belongs to the DIDE research project “Impact of digital marketing on the reactivation of tourism in the province of Tungurahua post covid-19”, approved by Resolution No. UTA-CONIN- 2020-0322-R and coordinated by Eng. MBA. Leonardo Ballesteros.
Leonardo Gabriel Ballesteros-López, Universidad Técnica de Ambato - Ecuador
https://orcid.org/0000-0003-1014-9872
Master in Strategic Business Management M.B.A. from the Technical University of Ambato, Commercial Engineer and Bachelor of Administrative Sciences Administrator in Marketing from the Technical University of Ambato. Consultant and Business Advisor, General Manager of the Company Comprehensive Training in Organizational Resources (CIRORESOURCES); He has been teaching since 2001, at the Technical University of Ambato, Faculty of Administrative Sciences; The lines of research that he addresses in his work are: Marketing, Advertising and Promotion; Political Marketing, Skills and Management Competencies.
This article, form belongs to the DIDE research project “Impact of digital marketing on the
reactivation of tourism in the province of Tungurahua post covid-19 ”, approved by Resolution No. UTA-CONIN- 2020-0322-R and coordinated by Eng. MBA. Leonardo Ballesteros.
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