<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2959-9040</journal-id>
<journal-title><![CDATA[Revista Impulso]]></journal-title>
<abbrev-journal-title><![CDATA[Impulso]]></abbrev-journal-title>
<issn>2959-9040</issn>
<publisher>
<publisher-name><![CDATA[Universidad Privada Domingo Savio]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2959-90402023000200060</article-id>
<article-id pub-id-type="doi">10.59659/impulso.v.3i4.25</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Estrategia de neuromarketing gastronómico para mejorar la atención al cliente de la Broasteria &#8220;Totis&#8221;]]></article-title>
<article-title xml:lang="en"><![CDATA[Gastronomic neuromarketing strategy to improve customer service at the Broasteria &#8220;Totis&#8221;]]></article-title>
<article-title xml:lang="pt"><![CDATA[Estratégia de neuromarketing gastronómico para melhorar o atendimento ao cliente na Broasteria &#8220;Totis&#8221;]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cruz Apaza]]></surname>
<given-names><![CDATA[Ricardo Alexis]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Privada Domingo Savio  ]]></institution>
<addr-line><![CDATA[Potosí ]]></addr-line>
<country>Bolivia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>07</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>07</month>
<year>2023</year>
</pub-date>
<volume>3</volume>
<numero>5</numero>
<fpage>60</fpage>
<lpage>71</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_arttext&amp;pid=S2959-90402023000200060&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_abstract&amp;pid=S2959-90402023000200060&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_pdf&amp;pid=S2959-90402023000200060&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Esta investigación tuvo como objetivo diseñar una estrategia de neuromarketing gastronómico para mejorar la atención al cliente de la Broasteria &#8220;TOTIS&#8221; de la ciudad de Potosí, en Bolivia. Se aplicó el diseño de campo, longitudinal, contemporáneo y mixto con enfoque cuantitativo y cualitativo. Las técnicas fueron la entrevista, la observación directa y la encuesta, los instrumentos quedaron constituidos por un guion de entrevista, notas del investigador y el cuestionario. La población del estudio fue el gerente de la Broasteria y 57 clientes reales. La propuesta de neuromarketing gastronómico quedó conformada por las alternativas de solución de los aspectos que se diagnosticaron con deficiencias en la atención al cliente: Protocolos de atención para los trabajadores de contacto directo, Software de Control de Pedidos, medición del nivel de satisfacción, higiene y limpieza, ambiente musical, Isologo, menú y ambientación exterior e interior del local.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The objective of designing a gastronomic neuromarketing strategy was outlined to improve customer service of the Broasteria &#8220;TOTIS&#8221; from the city of Potosí, in Bolivia. The field, longitudinal, contemporary and mixed design with a quantitative and qualitative approach was applied. The techniques were the interview, direct observation and the survey; the instruments were constituted by an interview script, notes from the researcher and the questionnaire. The study population was the manager of the Broasteria and 57 real customers. The gastronomic neuromarketing proposal was made up of alternative solutions to the aspects that were diagnosed with deficiencies in customer service: Service protocols for direct contact workers, Order Control Software, measurement of the level of satisfaction, hygiene and cleanliness, musical environment, Isologo, menu and exterior and interior setting of the premises.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO Esta pesquisa teve como objetivo desenhar uma estratégia de neuromarketing gastronômico para melhorar o atendimento ao cliente na Broasteria &#8220;TOTIS&#8221; da cidade de Potosí, Bolívia. Aplicou-se o desenho de campo, longitudinal, contemporâneo e misto, com abordagem quantitativa e qualitativa. As técnicas foram a entrevista, a observação direta e o inquérito, os instrumentos consistiram em um roteiro de entrevista, as anotações do pesquisador e o questionário. A população do estudo foi o gerente da Broasteria e 57 clientes reais. A proposta de neuromarketing gastronômico foi composta por soluções alternativas para os aspectos que foram diagnosticados com deficiências no atendimento ao cliente: Protocolos de atendimento para funcionários de contato direto, Software de Controle de Pedidos, medição do nível de satisfação, higiene e limpeza, ambiente musical, Isologo, cardápio e configuração exterior e interior das instalações.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Atención al cliente]]></kwd>
<kwd lng="es"><![CDATA[cliente real]]></kwd>
<kwd lng="es"><![CDATA[experiencia del cliente]]></kwd>
<kwd lng="es"><![CDATA[gastronomía]]></kwd>
<kwd lng="es"><![CDATA[neuromarketing gastronómico.]]></kwd>
<kwd lng="en"><![CDATA[Marketing: Customer service]]></kwd>
<kwd lng="en"><![CDATA[actual customer]]></kwd>
<kwd lng="en"><![CDATA[customer experience]]></kwd>
<kwd lng="en"><![CDATA[gastronomy]]></kwd>
<kwd lng="en"><![CDATA[gastronomic neuromarketing.]]></kwd>
<kwd lng="pt"><![CDATA[Atendimento ao cliente]]></kwd>
<kwd lng="pt"><![CDATA[cliente real]]></kwd>
<kwd lng="pt"><![CDATA[experiência do cliente]]></kwd>
<kwd lng="pt"><![CDATA[gastronomía]]></kwd>
<kwd lng="pt"><![CDATA[neuromarketing gastronômico.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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