Restaurante típico e familiar de uma região turística: Um estudo de caso sobre o impacto da marca na fidelidade do cliente
DOI:
https://doi.org/10.25145/j.pasos.2011.09.036Palavras-chave:
da personalidade da marca, Restaurante, Emoção, Satisfação por parte do cliente, FidelidadeResumo
O objetivo desta investigação é analisar o efeito da personalidade da marca de um restaurante nas emoções do cliente (positivas e negativas), a satisfação do cliente e a fidelidade à marca, utilizando modelos de equações estruturais. A pesquisa também ana- liza a aplicabilidade do modelo fivefator na escala de personalidade da marca para restaurante. Os dados empíricos foram coletados com a aplicação de questionários em seis restaurantes típicos de Campos de Jordão-SP. Esta pesquisa confirma cinco dimensões da personalidade típica de um restaurante com foco turístico. Também, os resultados sugerem que as emoções dos clientes impactam diretamente na satisfação e fidelidade à marca. Desta forma, os empren- dedores ganharão muito ante um acompanhamento constante das percepções de seus clientes em relação à marca e à personalidade do restaurante.
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