La innovación y su incidencia en la lealtad de los clientes en las empresas de transporte turístico del cantón Quito.

Abstract

Worldwide tourism activity has caused changes in different areas of society in such a way that the research was aimed at analyzing innovation and its impact on customer loyalty in tourist transport companies in Quito canton. To do this, a correlational field investigation was carried out in order to determine if the innovation of products or services, processes, associativity and marketing, affect the loyalty for behavior, attitude and cognition of tourists. In this sense, a probabilistic sample of 68 national and foreign tourists mobilized in 2017 was taken in the canton area, to which a structured survey was applied according to the dimensions of innovation and loyalty. The results suggest that with a 95% confidence, innovation has a positive impact on customer loyalty in tourist transport companies in the canton of Quito, Ecuador.