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Restaurante típico y familiar de una región turística: Un estudio de caso sobre el impacto de la marca en la fidelidad del cliente
| Content Provider | Semantic Scholar |
|---|---|
| Author | Pozo, Hamilton Teodoro, Roselaine Aparecida De Faria Tachizawa, Takeshy |
| Copyright Year | 2011 |
| Abstract | The objective of this research is to analyze the effect of brand personality of a restaurant in the client's emotions (positive and negative), customer satisfaction and brand loyalty, using structural equation models. The research also examines the applicability of the model in the fivefactor in brand personality scale for a restaurant. Empirical data were collected with the use of questionnaires in six typical restaurants of Campos de Jordao-SP. This research confirms five personality dimensions typi- cal of a tourist-focused restaurant. Also, the results suggest that emotions directly impact customer sa- tisfaction and brand loyalty. In this way, entrepreneurs will gain much with a constant accompaniment of the perceptions of customers regarding the brand and the personality of the restaurant. |
| Starting Page | 423 |
| Ending Page | 436 |
| Page Count | 14 |
| File Format | PDF HTM / HTML |
| DOI | 10.25145/j.pasos.2011.09.036 |
| Alternate Webpage(s) | http://www.pasosonline.org/Publicados/9211/PS0211_16.pdf |
| Alternate Webpage(s) | http://www.redalyc.org/pdf/881/88117284016.pdf |
| Alternate Webpage(s) | https://doi.org/10.25145/j.pasos.2011.09.036 |
| Volume Number | 9 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
