Restaurante típico y familiar de una región turística
Un Estudio De Caso Sobre El Impacto De La Marca en La Fidelidad Del Cliente
Bibliographic Data
| ID | 5908665 |
|---|---|
| Authors | Faculdade Campo Limpo Paulista FACCAMP, Hamilton Pozo (0000-0001-7990-5010, Mississippi Delta Community College), Roselaine Aparecida De Faria Teodoro (Mississippi Delta Community College), Uniesp, Takeshy Tachizawa |
| Year | 2011 |
| Volume | 9 |
| Issue | 2 |
| Pages | 423-436 |
| Publication date | 2011-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | PASOS Revista de Turismo y Patrimonio Cultural (JOURNAL) |
| Journal identifiers | ISSN: 1695-7121 • E-ISSN: 1695-7121 |
| Publisher | University of La Laguna (PUBLISHER • ES) |
| DOI | 10.25145/j.pasos.2011.09.036 |
| OpenAlex | W2161540585 |
| Language | ES |
| References cited | 27 |
El objetivo de esta investigacin es analizar el efecto de la personalidad de la marca de un restaurante en las emociones del cliente (positivas y negativas), la satisfaccin del cliente y la fidelidad a la marca, utilizando modelos de ecuaciones estructurales. La investigacin tambin analiza la aplicabilidad del modelo fivefactor en la escala de personalidad de la marca para restaurante. Los datos empricos fueron colectados con la aplicacin de cuestionarios en seis restaurantes tpicos de Campos de Jordo-SP. Esta investigacin confirma cinco dimensiones de la personalidad tpica de un restaurante con enfoque turstico. Tambin, los resultados sugieren que las emociones de los clientes impactan directamente en la satisfaccin y fidelidad a la marca. De esta forma, los emprendedores ganarn mucho ante un acompaamiento constante de las percepciones de sus clientes en relacin a la
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| Citation velocity | historical |
|---|---|
| Highly cited | No |