Marketing de Experiencias y su Relación con la Decisión de Compra de los Consumidores en el Sector Gastronómico

The objective was to study the relationship between experience marketing and the purchasing decision of consumers in the gastronomic sector in the city of Guayaquil. An empirical, cross-sectional investigation was carried out, with a descriptive and correlational level of study. An observation sheet and the survey were used as data collection instruments, the latter was applied to 387 restaurant customers. A strong positive correlation was demonstrated between the study variables. Valuing a warm and welcoming atmosphere, the attention of staff and interactive experiences in the restaurant are closely related to generating memorable experiences for customers. The importance of focusing on experience marketing and personalization to strengthen consumer satisfaction and loyalty is highlighted, so this aspect of marketing has a direct impact on consumers’ decision to choose a restaurant.