Experiencia del consumidor como clave para la fidelización en restaurantes de autor en Quito

Abstract

This study analyzes how customer experience influences loyalty in signature cuisine restaurants located in northern Quito. A qualitative approach was used, based on thematic content analysis of customer reviews posted on platforms such as TripAdvisor and Google Maps. The sample focused on two representative restaurants: Kriollo by Ikaro and Allimicuna. Reviews published between September 2024 and March 2025 were manually coded to identify emotional expressions and loyalty-related factors. Results show that Kriollo by Ikaro generated positive experiences due to personalized service, culinary innovation, and a welcoming atmosphere. These factors triggered emotions such as satisfaction, surprise, and enjoyment, which strengthened customer loyalty. In contrast, Allimicuna received negative feedback regarding delays in service, order errors, and inconsistent food quality. These issues led to emotions like frustration, disappointment, and irritation, which negatively affected customer retention. The study concludes that loyalty in haute cuisine restaurants is not based solely on food quality but rather on delivering a complete experience that includes excellent service, pleasant ambiance, and emotional connection. Continuous improvement strategies that combine operational quality with emotional marketing are recommended to transform occasional visitors into long-term loyal diners.

Keywords: Restaurants, Customer loyalty, Consumer experience, Marketing, social media, Haute cuisine.