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Experiencia de consumo y los niveles de satisfacción de los usuarios de establecimientos de comida rápida en el municipio Libertador del estado Mérida, Venezuela
| Content Provider | Semantic Scholar |
|---|---|
| Author | Quintero, María De Los Ángeles Torres Contreras, César Enrique Mora |
| Copyright Year | 2017 |
| Abstract | Se pretende describir la percepcion de los usuarios de establecimientos de comida rapida del municipio Libertador con relacion a su satisfaccion y experiencia de consumo. Se ha realizado una investigacion con un enfoque mixto, aplicando en primer lugar un focus group para indagar en aspectos relacionados con las experiencias gratificantes que se esperan en un establecimiento de este tipo, para posteriormente aplicar un cuestionario a una muestra representativa. Se hallaron cambios en el concepto tradicional de comida rapida, percibiendose de forma positiva la inclusion de alimentos sanos dentro del menu, asimismo se valoro de forma significativa aspectos como la higiene y limpieza, calidad en la comida, tiempo de espera y la atencion calida y amable por parte del personal de dicho tipo de establecimientos. Se deja abierta la posibilidad de profundizar en los aspectos particulares de la experiencia de consumo en este tipo de establecimientos, asi como el plantear un programa general de marketing experiencial. Palabras claves: satisfaccion, experiencia, consumo, comida rapida, marketing experiencial. Abstract Consumption experience and satisfaction levels of consumers of fast food establishments in the Libertador municipality of Merida state, Venezuela This article is intended to describe the perception of consumers of fast food who lives in Municipio Libertador (Merida, Venezuela) regarding their satisfaction and consumer experience to attend such establishments. The research has been conducted with a mixed approach, first applying a focus group to investigate aspects of rewarding experiences they would expect in any kind of establishment, second, a questionnaire was applied to a representative sample. Changes in the traditional fast food concept were found, perceiving as positive the inclusion of healthy food within the menu. It was also assessed significantly aspects such as hygiene and cleanliness, quality of food, waiting time and the warm and friendly attention by the staff of this kind of establishment. This article leaves open the possibility of deepening the particular aspects of the consumption experience, on these establishments, as well as to develop a general program of experiential marketing. Key words: Satisfaction, consumption experience, fast food, experiential marketing. |
| Starting Page | 43 |
| Ending Page | 58 |
| Page Count | 16 |
| File Format | PDF HTM / HTML |
| Volume Number | 16 |
| Alternate Webpage(s) | http://erevistas.saber.ula.ve/index.php/visiongerencial/article/download/8182/8128 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
