La economía conductual en la toma de decisiones de los consumidores: aplicaciones en restaurantes independientes

This research focuses on the challenges faced by an independent restaurant in the Jipijapa canton of Ecuador, related to the lack of consistency in food quality and freshness, as well as low customer loyalty. The main objective was to analyze how behavioral economics influences customers' consumption decisions, identifying the factors that influence their level of satisfaction and their willingness to recommend the establishment. A mixed methodological approach was used, combining quantitative and qualitative techniques in a descriptive design. The sample consisted of 378 consumers, selected using the finite population formula, allowing for the collection of representative data. The results demonstrated that food quality is the most valued aspect by customers, with 39.7% citing it as the main reason for recommending the restaurant. Furthermore, 81.4% cited the freshness of the ingredients as a determining factor in their consumption decisions. While factors such as menu variety (42.3%) and restaurant ambiance (22.0%) also contribute to the overall experience, their impact is secondary to quality and freshness. It is concluded that improving quality consistency, strengthening customer service, and diversifying the culinary offering are key strategies for increasing customer satisfaction and building loyalty. It is recommended to explore the use of tools such as digital and sensory marketing to enrich the customer experience and attract new market segments.