Restaurante típico y familiar de una región turística: Un estudio de caso sobre el impacto de la marca en la fidelidad del cliente


  • Hamilton Pozo
  • Roselaine Aparecida de Faria Teodoro
  • Takeshy Tachizawa


Palabras clave:

Personalidad de la marca, Restaurante, Emoción, Satisfacción del cliente, Fidelidad


El objetivo de esta investigación es analizar el efecto de la personalidad de la marca de un restaurante en las emociones del cliente (positivas y negativas), la satisfacción del cliente y la fidelidad a la marca, utilizando modelos de ecuaciones estructurales. La investigación también ana- liza la aplicabilidad del modelo fivefactor en la escala de personalidad de la marca para restaurante. Los datos empíricos fueron colectados con la aplicación de cuestionarios en seis restaurantes típicos de Campos de Jordão-SP. Esta investigación confirma cinco dimensiones de la personalidad típica de un restaurante con enfoque turístico. También, los resultados sugieren que las emociones de los clientes impactan directamente en la satisfacción y fidelidad a la marca. De esta forma, los empren- dedores ganarán mucho ante un acompañamiento constante de las percepciones de sus clientes en relación a la marca y a la personalidad del restaurante.


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Biografía del autor/a

Hamilton Pozo

PhD en Administración e profesor e investigador de la Maestría en Administración de Empresas en el ámbito de la Micro y Pequeña Empresa em La Faculdade Campo Limpo Paulista-Faccamp (Brasil). 

Roselaine Aparecida de Faria Teodoro

Estudiante de posgrado em Administración e profesor de la responsabilidad social em UNiesp (Brasil)

Takeshy Tachizawa

Doutor en Administración e profesor e investigador de la Maestría en Administración de Empresas en el ámbito de la Micro y Pequeña Empresa em La Faculdade Campo Limpo Paulista-Faccamp (Brasil).  


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Cómo citar

Pozo, H., Aparecida de Faria Teodoro, R., & Tachizawa, T. (2011). Restaurante típico y familiar de una región turística: Un estudio de caso sobre el impacto de la marca en la fidelidad del cliente. PASOS Revista De Turismo Y Patrimonio Cultural, 9(2), 423–436.