Servicio de restaurante y satisfacción del cliente: el caso de la playa
de Crucita, Ecuador
J. Manage. Hum. Resour. (January - June 2025) 3(1): 1-7
https://doi.org/10.5281/zenodo.15380196
ISSN: XXXX-XXXX
ORIGINAL ARTICLE
Restaurant service and customer satisfaction: the case of Crucita
beach, Ecuador
Rogelio Suárez
rogelio[email protected]
Universidad Técnica de Manabí, Ecuador.
Received: 02 June 2024 / Accepted: 08 October 2024 / Published online: 21 January 2025
© The Author(s) 2025
Rogelio Suárez
·
Senia Y. Castro
·
Stalin A. Veliz
Abstract Restaurant service has become a key part of
tourism industry, especially in sun -and- beach destinations
like Crucita, Ecuador. Despite many restaurants and cafes,
service shortcomings cause dissatisfaction among custom-
ers and employees. This study aimed to assess the current
state of customer service at the ALOHA restaurant in Cruci-
ta. The item used a mixed-method approach— quantitative
and qualitative — with exploratory and descriptive research,
including eldwork and document review. The study was
non-experimental and cross-sectional. Data was collected
through customer surveys and tools such as the service trian-
gle, owcharts, and a mystery shopper. Analysis was carried
out using Excel. The results showed that the restaurant lacks
a supply-bar workstation, does not have properly trained ser-
vice sta, and has no social media marketing strategy. These
issues negatively aect service quality and customer satis-
faction. To improve the situation, the study proposes creat-
ing a supply-bar station on the upper oor to enhance work
conditions and service speed, developing a training plan for
sta and management, and launching a consistent presence
on social media. These actions aim to improve customer ex-
perience and boost the restaurant’s competitiveness within
the tourism sector.
Keywords process management, customer satisfaction,
ALOHA restaurant.
Resumen El servicio de restaurante se ha vuelto esen-
cial en el turismo, especialmente en destinos de sol y playa
como Crucita, Ecuador. Existen deciencias en el servicio
que generan insatisfacción tanto en los clientes como en los
empleados. Este estudio evaluó el estado actual del servicio
al cliente en el restaurante ALOHA en Crucita. Se utilizó un
enfoque cuantitativo-cualitativo con métodos exploratorios
y descriptivos, mediante investigación de campo y docu-
mental. El diseño fue no experimental y transversal. La re-
colección de datos se realizó a través de un cuestionario apli-
cado a los clientes del restaurante y herramientas como el
triángulo del servicio, diagramas de ujo y un cliente incóg-
nito. Los datos fueron analizados en Excel. Los resultados
revelaron que el restaurante ALOHA carece de una estación
de trabajo de barra de suministros, su personal no cumple
con las competencias requeridas para el servicio y no tiene
presencia ni estrategia en redes sociales. El estudio conclu-
ye que estos problemas afectan negativamente la calidad del
servicio y el desempeño del personal. Para abordarlos, se
propone la creación de una estación de barra de suministros
en la planta alta para mejorar el ujo de trabajo, la imple-
mentación de un programa de capacitación para el personal
y la gerencia, y una entrada estratégica en redes sociales para
aumentar la visibilidad y el compromiso de los clientes.
Palabras clave gestión por procesos, satisfacción del clien-
te, restaurante ALOHA.
How to cite
Suarez, R., Castro, S. Y., & Veliz, S. A. (2025). Restaurant service and customer satisfaction: the case of Crucita beach, Ecuador. Journal of Management and
Human Resources, 3(1), 1-7. https://doi.org/10.5281/zenodo.15380196
Universidad Técnica de Manabí, Ecuador.
J. Manage. Hum. Resour. (January - June 2025) 3(1): 1-7 2
Introduction
Tourism has experienced rapid growth worldwide in re-
cent years. Latin America is no exception to this dynamic,
and Ecuador aims to become a leading destination in the
coming years. The country has an adequate infrastructure
for this purpose, but customer service in the hotel, restau-
rant, and leisure sectors needs to be strengthened. Quality in
restaurant service is a fundamental component of achieving
successful operations. This corresponds to the level of custo-
mer satisfaction with the service received and the eciency
and eectiveness of the service. For a restaurant to achieve
quality service, it must meet the needs and expectations of
its customers; they are the ones who determine this perfor-
mance measure.
Thus, perceived quality is divided into two forms. The rst
is by asking consumers to express their opinion on the qua-
lity they have experienced with the product or service, the
second, according to Bloemer et al. (1999 ); and which tends
to be the most dominant in the literature, is through a series
of reagents called SERVQUAL, or some other derivative of
it, which consists of an instrument designed by Parasuraman
et al. (1988), in which ve dimensions of service quality are
identied: tangible aspects (physical), reliability (complian-
ce and consistency), speed of response to customer demands,
assurance of what is oered and empathy with the customer.
These dimensions articulate with the components of the
service triangle, since it is in this model where the service
strategy, the systems, and the employee are active and deci-
sive components in customer satisfaction. Although there is
a tendency to understand that the systems in the restoration
are made up of utensils, tables, chairs, cooking equipment,
refrigeration and computer systems, in the present study the
emphasis is on how to organize some of these physical ele-
ments for a better service, emphasizing the sound design of
the jobs for a better service and satisfaction of clients and
employees, as demonstrated by Gonzales and Díaz (2024),
who point out that reorganizing sta functions in key areas
of attention improves both the customer experience and ope-
rational eciency.
Based on the research project on sustainable tourism in
Crucita Beach, developed by the University of Mexico
(UTM) and completed in 2020, deciencies in this destina-
tion were identied regarding customer service and satisfac-
tion in restaurants, primarily due to errors in service.
According to Vavra (2003), in his research, he gives some
denitions, among which he states:
• Satisfaction is the pleasure the customer experiences af-
ter consuming a particular product or service.
• Satisfaction is the process the customer experiences by
perceiving and evaluating a supposed expertise.
• Satisfaction is the customer’s emotional response to their
assessment of the perceived discrepancy between their prior
experience/expectations of our product and organization and
the actual performance experienced once contact has been
established with our organization, once they have tried our
product.
According to Mora (2012), consumers can feel satised
with a particular aspect of the choice or consumption expe-
rience. Users always expect products to be better than expec-
ted, exceeding their expectations when purchasing a product
or service.
The research emphasizes the impact of employee or colla-
borator satisfaction on customer satisfaction.
Based on these conceptual elements, the worker must have
adequate working conditions to motivate themselves and en-
sure that their clients are satised and ready to return to their
destination.
In the Crucita beach destination, there are dozens of res-
taurants of similar size and service, hence the high level of
competition for this type of service. Therefore, it is essential
to identify any problems that could impact customer satis-
faction and take action to resolve them and become more
competitive.
This research aims to establish the current restaurant servi-
ce process and customer service status at the Crucita beach-
tourist destination. Due to its size and services, the ALOHA
restaurant is a reference, representing most of these establi-
shments in the resort under study.
Methodology
The quality of tourism services is essential in shaping their
image. The parish of Crucita is one such site in Manabí,
Ecuador. It is a destination rich in natural and cultural resour-
ces, and despite being located within one of the country’s
largest and most important provinces, it has not been exploi-
ted wisely and consciously. Strategic planning and manage-
ment of the sustainability of tourism development must be
considered necessary elements to guarantee the destination’s
medium- and long-term perspective. For sustainability, indi-
cators must be dened that allow for eective management
of its sustainability and consider caution in decision-making
as a highly relevant aspect for the development of the des-
tination.
In order to develop this scientic work with the required
J. Manage. Hum. Resour. (January - June 2025) 3(1): 1-73
rigor, a mixed research design (qualitative-quantitative) is
used with an exploratory and descriptive type of study and
of a non-experimental nature with a eld and documentary
approach. To address the collection of information most
eectively, a survey is applied to a sample of customers
taken from a nite population made up of visitors or tourists
who arrive at the restaurant during the study period of this
research. To reinforce the process of capturing, processing,
and analyzing information, business tools applicable to the
case in question are used.
The eight-question survey was administered to the 321
customers, as determined by the sample calculation. It used
a Likert scale with ve response options to capture the res-
pondents’ perceptions: totally agree, agree, neutral, disagree,
and totally disagree.
The service triangle connects three nodes of a triangle (the
service strategy, the service support systems, and the emplo-
yees or collaborators). These are centered on the central node
represented by the customer, the raison d’être of a pull-based
organization.
The interaction between the employee and the customer is
known as the moment of truth. These are the most important
points in a service process because they dene the level of
customer satisfaction, as argued by Freire (2024) and Rue-
las-Pérez et al. (2024), who highlight that each interaction
must be carefully designed to ensure consistency and quality
in the perceived service.
This service triangle allows us to present the interaction
between the customer, the service strategy, the systems, and
the sta to characterize the behavior of the service process
in the ALOHA Playa Crucita restaurant. The analysis of the
moments of truth evaluates the points of contact between the
employee and the customer that inuence the visitor’s per-
ception.
Robbins and Judge (2023) dene job satisfaction as a po-
sitive feeling about one’s job that arises from evaluating its
characteristics. A person with high job satisfaction has posi-
tive feelings about their job, while a dissatised employee
has negative feelings. The eects of job satisfaction include
productivity, sta turnover, health, and social learning.
The instrument of the British international consultant, Don
Harper, will be applied to determine the level of employee
satisfaction quantitatively. It presents 25 items, where the le-
vel of priority that workers give to each of them is compared
and related to the real situation of their behavior and said
reason, once applied to a mathematical expression, gives a
value between 0 and 1 and that can be expressed as a per-
centage, so that it can be measured to what percentage the
employees are satised.
A owchart is important to an organization, as it presents
the dierent steps in the process under study. This owchart
graphically represents each link in the service process at the
ALOHA restaurant in Playa Crucita. It will serve as a docu-
mentary guide for proper process management and organi-
zation, establishing all the requirements for each position or
workstation.
Regarding working conditions, Chiavenato (2007) points
out that “it is the physical circumstances in which the em-
ployee nds himself when he holds a position in the orga-
nization. It is the physical environment that surrounds the
employee while he performs a position” (p. 334).
On the other hand, Castillo and Prieto (1990) state, “Wor-
king conditions are everything that revolves around work
from the perspective of how work aects people. Therefore,
working conditions are not only about hygiene, safety, phy-
sical, and psychological aspects that determine these condi-
tions” (p. 121).
Results and discussion
As can be seen in the questions related to customer service,
just over 50% of respondents have a favorable opinion of the
service, and in some cases, less than 50%, indicating that the
service is lacking and customer dissatisfaction is felt.
Silva-Treviño et al. (2021), in the structured model pre-
sented in their research, raise three dominant variables of the
study: quality of service, customer satisfaction, and custom-
er loyalty. One dimension evaluates customers’ appreciation
of the equipment used to provide the service and the con-
struction design, an issue emphasized in the research carried
out at the Crucita beach destination.
In the case of the ALOHA restaurant, the requirements for
integrating systems with employees, articulated with the ser-
vice strategy, are not fully met. The main shortcomings are
poor employee training, low refrigeration equipment utiliza-
tion, and inadequate station design for liquids, dishes, and
utensils on the second oor to provide better service.
According to Kankam-Kwarteng et al. (2020), important
factors must be considered when designing a bar or restau-
rant, such as understanding the business, dierentiating from
the competition, being relevant to the customer, and the in-
tensity of the emotional bond.
Coronel and Vivar (2020) propose that coherence and
adaptability are key elements in restaurant design, starting
from the premise that each project is unique, we can say that
it is essential to understand that retail interior design must
start from a deep analysis, which includes the characteristics
of the space and the basic needs of the business.
J. Manage. Hum. Resour. (January - June 2025) 3(1): 1-7 4
Below are the key moments of truth that occur in the ser-
vice at ALOHA Restaurant.
With this method, the customer interacts with ALOHA
Restaurant, thereby providing a perception and opinion about
the restaurant’s quality of service. The sequence of customer
experiences can be observed, beginning with check-in, res-
ervation, arrival at the restaurant, table assignment, initial
service, order taking, service during the order, payment of
the bill, and farewell. The aforementioned are the real expe-
riences or moments of truth that the customer experiences.
Real behavior of moments of truth
• Informal welcome, no well-educated or eloquent em-
ployee is observed.
• The table is chosen as a client
• When taking orders, it was discovered that products
such as potatoes were in short supply, although the
clerk explained the diculties presented by the pan-
demic.
• During service, there was a noticeable delay in bring-
ing liquids and dishes.
A owchart characterizing the restaurant service oered
was drawn up to achieve greater precision in managing the
ALOHA restaurant.
The owchart provides a sequence of activities at ALOHA
Restaurant. This diagram allows you to observe and under-
stand the steps in the customer service process.
The owchart designed for the ALOHA restaurant in Cru-
cita beach (Figure 1), begins with the entrance to the tables
where customers sit to be served. Employees must assist
them and inquire about the service they require, i.e., whether
they will use the bar or the restaurant. The process for each
service option oered by the restaurant is the same. The em-
ployee hands them a menu of food and beverages. Custom-
ers analyze the menu, make their decision, and place their
order. Once they have nished eating, they serve themselves
and pay, thus concluding the customer activities within the
establishment.
Figure 1. ALOHA restaurant owchart.
For the research on the ALOHA restaurant, the owchart
is expected to be implemented to make process management
more eective and ecient for employees and customers,
as well as to optimize delivery time. This owchart allows
the company, in this case the restaurant, to reduce service
time because the sta in charge will perform well-dened
and standardized tasks.
Redesigning logistics processes through owcharts, focus-
ing on reducing cycle time and improving delivery, is a key
tool for continuous improvement (Moreno, 2023).
A group method was developed to determine employee
satisfaction levels, created by English doctor Don Harper,
who applied it to the merger of British airlines in the 1990s.
Table 1. Customer survey characteristics at the ALOHA restaurant, Crucita beach
Feature
Option for more repetitive
responses that predominate
Do you know ALOHA restaurant from advertisements you have
seen on social media or yers?
37% Totally agree and agree
Do you think the waiting time to be served is adequate? 49% Strongly agree and agree
Do you think ALOHA restaurant meets your needs and
expectations?
53% Totally agree and agree
ALOHA, Restaurant to family and friends? 51% Totally agree and agree
Does product quality inuence your satisfaction? 93% Totally agree and agree
Do you prefer ALOHA restaurant over other restaurants in the
Crucita area that oer similar cuisine?
48% Strongly agree and agree
Do you think the infrastructure of the ALOHA restaurant is
important for a visit or recommendation?
79% Strongly agree and agree
Are you satised with the service provided at the ALOHA
restaurant?
51% Totally agree and agree
J. Manage. Hum. Resour. (January - June 2025) 3(1): 1-75
Table 1. Results of the satisfaction level of the workers at
the ALOHA restaurant
Employee
Percentage of
satisfaction
1 84
2 60
3 63
4 72
5 90
6 83
7 74
8 92
9 57
10 75
To determine the average percentage obtained from the
level of satisfaction of the employees of the ALOHA restau-
rant, the Olympic criterion of decision by appreciation is ap-
plied, so the extreme values are eliminated, that is, the lowest
and the highest, to eliminate biases of sympathy or antipathy
with the restaurant under study.
On average, the level of satisfaction of the employees of
the ALOHA restaurant in Playa Crucita is acceptable. How-
ever, it is not what would be expected for an organization im-
mersed in a highly competitive environment. Manjares et al.
(2020) state that managing motivation in most environments
is complicated. Employees who cannot perform their tasks
can be sent for training to learn and learn new job skills. If
this person cannot learn these skills, they would move on to
simpler tasks, being replaced by a more eective employee,
obviously granting them the necessary tools to do their job;
this would allow the employee to feel motivated and work
more eciently.
This is the designation of a diagnostic technique widely
used in catering services. It consists of appointing an expert
disguised as a customer to evaluate compliance with the
rules or the 10 Commandments of customer service, thus
helping to propose service improvement actions to achieve
the desired customer satisfaction.
A tourism expert (Master’s degree in Hotel Management)
was assigned to take on the role of a secret shopper and veri-
fy compliance with the 10 Commandments of Customer Ser-
vice. The expert provided the required description to record
relevant information about the ALOHA restaurant’s service
process, providing a clear understanding of its eectiveness.
The results of the secret shopper insertion are presented be-
low:
Among the problems identied is the lack of a customer
provisioning workstation on the upper oor. This would al-
low service without going down to the ground oor and min-
imize unnecessary eort for the employee working at this
workstation. The workstation has cutlery, dishes, glassware,
and a refrigerator for customers’ most commonly consumed
liquids.
Coronel and Vivar (2020) propose that coherence and
adaptability are key elements in restaurant design. It is im-
portant to understand that retail interior design must start
from an in-depth analysis, including the space’s character-
istics and the business’s basic needs. With this premise, the
waiting time of customers was investigated in depth, due to
the absence of this workstation, the great eort of the em-
ployee constantly going up and down from the ground oor
to the upper oor, and the underutilization of the ground oor
refrigerator that could be used in the proposed workstation.
Figure 2 illustrates the current layout of the restaurant’s
upstairs space, and Figure 3 shows the proposed provision-
ing job position for the upstairs Bar.
Figure 2. Illustration of the current state of the area to be
transformed on the upper oor of the restaurant.
Figure 3. Proposal for a supply and bar position on the
upper oor
The secret evaluator allows for obtaining important infor-
mation about the service oered by the ALOHA restaurant.
It was found that the collaborators do not meet the require-
ments of a tourism professional; they are inexperienced, in-
secure, and have a low language level. They are not directed
towards the needs of the client. It was also observed that the
restaurant having two oors makes the waiting time longer
than usual due to the lack of a workstation that facilitates
the service upstairs and improves working conditions. It is
concluded that the conditioning of the employees results in
J. Manage. Hum. Resour. (January - June 2025) 3(1): 1-7 6
low performance in both the service processes and custom-
er satisfaction. This coincides with Donayre and Chambilla
(2024), who explain that physical and organizational con-
ditions signicantly inuence the performance of restaurant
and hotel sta.
Conclusions
In the research it was possible to characterize the beha-
vior of the service process in ALOHA restaurant in Crucita
beach, and customer service, where it is observed that the
collaborators show few skills in serving visitors and the ad-
ministration lacks professional training they manage empi-
rically, without applying service management methods and
tools and without drawing up clear strategies to position
themselves in the market. The problems detected in the res-
taurant with the most signicant incidence were the waiting
time in the restaurant, which is usually very long, the unpro-
fessional attention that the collaborators provide is limited,
which can lead to low customer satisfaction, tourists mostly
do not recognize or dierentiate the ALOHA service from
the rest of their similar ones in the destination, another nega-
tive element detected was the low level of advertising in the
networks that the hotel has, but the central problem that is
determined is the absence of a workstation for provisioning
customers on the upper oor that allows part of the service to
be given without having to go down to the ground oor and
minimizes unnecessary eorts by the employee who provi-
des that service and that is equipped with cutlery, crockery,
glassware and a refrigerator for the liquids most consumed
by customers.
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Conicts of interest
The authors declare that they have no conicts of interest.
Author contributions
Conceptualization: Suárez, R., Castro, S. Y., & Veliz, S.
A. Data curation: Suárez, R., Castro, S. Y., & Veliz, S. A.
Formal analysis: Suárez, R., Castro, S. Y., & Veliz, S. A
Research: Suárez, R., Castro, S. Y., & Veliz, S. A Methodo-
logy: Suárez, R., Castro, S. Y., & Veliz, S. A Supervision:
Suárez, R., Castro, S. Y., & Veliz, S. A. Validation: Suárez,
R., Castro, S. Y., & Veliz, S. A. Visualization: Suárez, R.,
Castro, S. Y., & Veliz, S. A. Writing the original draft:
Suárez, R., Castro, S. Y., & Veliz, S. A. Writing, review and
editing: Suárez, R., Castro, S. Y., & Veliz, S. A.
Data availability statement
The datasets used and/or analyzed during the current study
are available from the corresponding author on reasonable
request.
Statement on the use of AI
The authors acknowledge the use of generative AI and
AI-assisted technologies to improve the readability and cla-
rity of the article.
Disclaimer/Editor’s note
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