Open AccessAnálisis y propuesta de herramientas digitales aplicadas en la mercadotecnia en las medianas empresas de Servicios Restauranteras
Author(s) -
Luis Alejandro Gazca Herrera,
Alejandro Valdez-Méndez,
Karina Culebro-Castillo,
Yamilet Sadaí Alvarez-Loya
Publication year - 2019
Publication title -
ecorfan
Language(s) - English
Resource type - Journals
ISSN - 2414-4932
DOI - 10.35429/jusd.2019.15.5.13-23
Subject(s) - conceptualization , operationalization , dimension (graph theory) , identification (biology) , computer science , business , sociology , welfare economics , economics , epistemology , mathematics , philosophy , artificial intelligence , botany , pure mathematics , biology
Digital tools (DT) today have become indispensable in the business world, the growth of the country has a direct reference to the creation and strengthening of the MPyMES, with the services sector having a strong presence in local markets and restaurants Being a company of reliable utilities usually consolidate as a formal business, when identifying these aspects, it was decided to carry out this research with the objective in the first instance of obtaining data on the diagnosis in the use of DT, for which a methodological aspect is highlighted from the conceptual and theoretical part allowing to carry out the conceptualization, under a deductive process, carrying out the process of conceptualization to operationalization following the phases of theoretical representation of the concept, specification of the concept for the identification of the dimensions and of each dimension its indicators, resulting in an instrument was done with validity and reliability that was applied to a sample so that, based on the diagnosis and as a second instance, the proposal of the use of DT would be made to improve the marketing aspects in benefit of the consolidation of this type of companies.