Qualidade e lealdade em restaurantes Fast-Food: um estudo aplicando a escala DINESERV

Bruna Vila Nova Jorge da Cunha, Carlos Alberto Alves

Resumo


O objetivo desta pesquisa é o de investigar a percepção da qualidade de serviço, o apego, a satisfação e seu impacto na lealdade do consumidor que utiliza os serviços de restaurantes do tipo Fast-Food. Esta pesquisa é um estudo de caráter descritivo com a utilização de técnica quantitativa por meio do uso de Modelagem de Equações Estruturais uma vez que se procurar investigar as relações entre os construtos discutidos na revisão da literatura. Os resultados mostraram que a qualidade percebida possui com o apego e a satisfação do consumidor, mas não possui relação com a lealdade.


Palavras-chave


Restaurantes; Qualidade percebida; Satisfação; Apego; Lealdade

Referências


AAKER, D. A. Measuring brand equity across products and markets. California Management Review, v. 38, n., p. 102-120, 1996.

ABU-EL SAMEN, A. A.; AKROUSH, M. N.; ABU-LAIL, B. N. Mobile SERVQUAL: A comparative analysis of customers' and managers' perceptions. International Journal of Quality & Reliability Management, v. 30, n. 4, p. 403-425, 2013.

ADAMS, A. C.; SHARKIN, B. S.; BOTTINELLI, J. J. The Role of Pets in the Lives of College Students: Implications for College Counselors. Journal of College Student Psychotherapy, v. 31, n. 4, p. 306-324, 2017.

ALEXANDRIS, K.; KOUTHOURIS, C.; MELIGDIS, A. Increasing customers' loyalty in a skiing resort: The contribution of place attachment and service quality. International journal of contemporary hospitality management, v. 18, n. 5, p. 414-425, 2006.

ALVES, C. A. Estou Satisfeito: Um Estudo sobre a Lealdade do Consumidor em Restaurantes Empregando a Escala Dineserv. REMark, v. 16, n. 3, p. 334, 2017.

ANDERSON, J. C.; GERBING, D. W. Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, v. 103, n. 3, p. 411-423, 1988.

ANTON, C. E.; LAWRENCE, C. The relationship between place attachment, the theory of planned behaviour and residents’ response to place change. Journal of Environmental Psychology, v. 47, n., p. 145-154, 2016.

BAGOZZI, R. P.; YI, Y. On the evaluation of structural equation models. Journal of the Academy of Marketing Science, v. 16, n. 1, p. 74-94, 1988.

BENTLER, P. M.; BONETT, D. G. Significance tests and goodness of fit in the analysis of covariance structures. Psychological bulletin, v. 88, n. 3, p. 588-606, 1980.

BENTLER, P. M. Comparative fit indexes in structural models. Psychological Bulletin, v. 107, n. 2, p. 238-246, 1990.

BOUGOURE, U.-S.; NEU, M.-K. Service quality in the Malaysian fast food industry: An examination using DINESERV. Services Marketing Quarterly, v. 31, n. 2, p. 194-212, 2010.

BOWLBY, J. The making and breaking of affectional bonds. London: Routledge, 2012.

BROCATO, E. D.; BAKER, J.; VOORHEES, C. M. Creating consumer attachment to retail service firms through sense of place. Journal of the Academy of Marketing Science, v. 43, n. 2, p. 200-220, 2015.

CHAUDHURI, A.; HOLBROOK, M. B. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, v. 65, n., p. 81-93, 2001.

CHIN, W. W.; NEWSTED, P. R. Structural equation modeling analysis with small samples using partial least squares. In: Hoyle, R. H. (Ed.). Statistical strategies for small sample research. Thousand Oaks, CA: Sage, 1999. v.1, p.307-341.

CRONIN, J. J.; TAYLOR, S. A. Measuring service quality: a reexamination and extension. The journal of Marketing, v. 56, n. 3, p. 55-68, 1992.

CRONIN, J. J.; TAYLOR, S. A. SERVPERF versus SERVQUAL: Reconciling performance-based and perception-minus-expectations measurement of service quality. Journal of marketing, v. 58, n. 1, p. 125-131, 1994.

DA SILVA LOPES, M.; AURELIANO-SILVA, L.; ALVES, C. A. Bon Appétit! O Efeito da Assinatura do Chef de Cozinha para Pratos Tradicional e Gourmet. Marketing & Tourism Review, v. 2, n. 2, p., 2017.

DAHIYAT, S. E.; AKROUSH, M. N.; ABU-LAIL, B. N. An integrated model of perceived service quality and customer loyalty: an empirical examination of the mediation effects of customer satisfaction and customer trust. International Journal of Services and Operations Management, v. 9, n. 4, p. 453-490, 2011.

DIJKSTRA, T. K.; HENSELER, J. Consistent Partial Least Squares Path Modeling. MIS Quarterly, v. 39, n. 2, p. 297-316, 2015.

FORNELL, C.; LARCKER, D. F. Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of marketing research, v. 18, n. 3, p. 382-388, 1981.

FOURNIER, S. Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal do Consumer Research, v. 24, n., p. 343-373, 1998.

GRISAFFE, D. B.; NGUYEN, H. P. Antecedents of emotional attachment to brands. Journal of Business research, v. 64, n. 10, p. 1052-1059, 2011.

GRÖNROOS, C. A service quality model and its marketing implications. European Journal of Marketing, v. 18, n., p. 36-44, 1984.

HAIR, J. F.; BLACK, W. C.; BABIN, B. J.; ANDERSON, R. E.; TATHAM, R. L. Análise multivariada de dados. São Paulo: Bookman Editora, 2009.

HAIR, J. F.; HULT, G. T. M.; RINGLE, C.; SARSTEDT, M. A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage Publications, Inc, 2014.

HENSELER, J.; RINGLE, C. M.; SINKOVICS, R. R. The use of partial least squares path modeling in international marketing. In: Sinkovics, R. R. e Ghauri, P. N. (Ed.). Advances in international marketing. London: Emerald Group Publishing Limited, 2009. v.20, p.277-319.

HENSELER, J.; RINGLE, C. M.; SARSTEDT, M. A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, v. 43, n. 1, p. 115-135, 2015.

HERZOG, R.; BACHMAN, J. G. Effects of Questionnaire Length on Response Quality. Public Opinion Quartely, v. 45, n. 4, p. 549-599, 1981.

HOLMES, J. G. Social relationships: The nature and function of relational schemas. European Journal of Social Psychology, v. 30, n. 4, p. 447-495, 2000.

HWANG, S.-N.; LEE, C.; CHEN, H.-J. The relationship among tourists’ involvement, place attachment and interpretation satisfaction in Taiwan’s national parks. Tourism Management, v. 26, n. 2, p. 143-156, 2005.

JAIN, S. K.; GUPTA, G. Measuring service quality: SERVQUAL vs. SERVPERF scales. Vikalpa: The Journal for Decision Makers, v. 29, n. 2, p. 25-38, 2004.

JANG, Y. J.; KIM, W. G.; LEE, H. Y. Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness. International Journal of Hospitality Management, v. 44, n. 1, p. 146-156, 2015.

JOHNS, N.; HOWARD, A. Customer expectations versus perceptions of service performance in the foodservice industry. International Journal of Service Industry Management, v. 9, n., p. 248-265, 1998.

JORESKOG, K. G.; SORBOM, D. LISREL 8: User’s Reference Guide., v., n., p., 1996.

KIM, D.; LEIGH, J. P. Are meals at full-service and Fast-Food restaurants “normal” or “inferior”? Population health management, v. 14, n. 6, p. 307-315, 2011.

KIM, H. J.; MCCAHON, C.; MILLER, J. Assessing service quality in Korean casual-dining restaurants using DINESERV. Journal of Foodservice Business Research, v. 6, n. 1, p. 67-86, 2003.

KLINE, R. B. Principles and practice of structural equation modeling. New York: Guilford Press, 2011.

KNUTSON, B. J.; STEVENS, P.; PATTON, M. DINESERV: Measuring service quality in quick service, casual/theme, and fine dining restaurants. Journal of Hospitality & Leisure Marketing, v. 3, n., p. 35-44, 1996.

KRZANOWSKI, W. J. Statistical principles and techniques in scientific and social research: Oxford University Press on Demand, 2007.

LADHARI, R. Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel industry. Managing Service Quality: An International Journal, v. 19, n. 3, p. 308-331, 2009.

LAI, I. K. The roles of value, satisfaction, and commitment in the effect of service quality on customer loyalty in Hong Kong–style tea restaurants. Cornell Hospitality Quarterly, v. 56, n. 1, p. 118-138, 2015.

LAURENT, G.; KAPFERER, J.-N. Measuring consumer involvement profiles. Journal of Marketing Research, v. 22, n. 1, p. 41-53, 1985.

LEVIN, J.; FOX, J. A. Estatística para ciências humanas. São Paulo: Pearson, 2004.

LOVELOCK, C.; WIRTZ, J.; HEMZO, M. A. Marketing de Serviços: Pessoas, Tecnologia e Estratégia. v., n., p., 2011.

MALHOTRA, N. K. Pesquisa de marketing: uma orientação aplicada. São Paulo: Bookman Editora, 2012.

MARKOVIĆ, S.; RASPOR, S.; ŠEGARIĆ, K. Does restaurant performance meet customers' expectations? An assessment of restaurant service quality using a modified DINESERV approach. Tourism and Hospitality Management, v. 16, n. 2, p. 181-195, 2010.

NAMIN, A. Revisiting customers' perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, v. 34, n., p. 70-81, 2017.

OLIVER, R. L. A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Maketing Research, v. 17, n., p. 460-469, 1980.

OLIVER, R. L. Measurement and evaluation of satisfaction processes in retail settings. Journal of retailing, v. 57, n. 3, p. 25-48, 1981.

OLIVER, R. L. Satisfaction: A behavioral perspective on the consumer. New York: M.E. Sharpe Inc., 2015.

PARASURAMAN, A.; ZEITHAML, V. A.; BERRY, L. L. SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of retailing, v. 64, n. 1, p. 12-40, 1988.

PRAYAG, G.; RYAN, C. Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction. Journal of Travel Research, v. 51, n. 3, p. 342-356, 2012.

PRESSER, S.; COUPER, M. P.; LESSLER, J. T.; MARTIN, E.; MARTIN, J.; ROTHGEB, J. M.; SINGER, E. Methods for testing and evaluating survey questions. Public Opinion Quarterly, v. 68, n. 1, p. 109-130, 2004.

PUN, K.-F.; HO, K.-Y. Identification of service quality attributes for restaurant operations: A Hong Kong case. Managing Service Quality: An International Journal, v. 11, n. 4, p. 233-240, 2001.

QIN, G.; PRYBUTOK, V. R. Determinants of customer-perceived service quality in Fast-Food restaurants and their relationship to customer satisfaction and behavioral intentions. Quality Management Journal, v. 15, n. 2, p. 35-50, 2008.

RINGLE, C. M.; WENDE, S.; BECKER, J.-M. SmartPLS 3: secondary title, 2015.

SLATER, J. S. Collecting brand loyalty: A comparative analysis of how Coca-Cola and Hallmark use collecting behavior to enhance brand loyalty. In: Gilly, M. C., Meyers-Levy, J., et al (Ed.). Advances in Consumer Research. New York: Association for Consumer Research, 2001. v.28, p.362-369.

STEFANINI, C. J.; ALVES, C. A.; MARQUES, R. B. Vamos almoçar? Um estudo da relação hospitalidade, qualidade em serviços e marketing de experiência na satisfação dos clientes de restaurantes. Revista Brasileira de Pesquisa em Turismo, v. 12, n. 1, p., 2018.

STEVENS, P.; KNUTSON, B.; PATTON, M. DINESERV: A tool for measuring service quality in restaurants. Cornell Hotel and Restaurant Administration Quarterly, v. 36, n. 2, p. 56-60, 1995.

SURESHCHANDAR, G.; RAJENDRAN, C.; ANANTHARAMAN, R. Determinants of customer-perceived service quality: a confirmatory factor analysis approach. Journal of Services Marketing, v. 16, n. 1, p. 9-34, 2002.

THEODORAKIS, N. D.; TSIGILIS, N.; ALEXANDRIS, K. The mediating role of place attachment on the relationship between service quality and loyalty in the context of skiing. International Journal of Sport Management and Marketing, v. 6, n. 3, p. 277-291, 2009.

WONG, J. Y.; LAI, T. C. Celebrity attachment and behavioral intentions: The mediating role of place attachment. International Journal of Tourism Research, v. 17, n. 2, p. 161-170, 2015.

WU, H.-C.; MOHI, Z. Assessment of service quality in the Fast-Food restaurant. Journal of Foodservice Business Research, v. 18, n. 4, p. 358-388, 2015.

YI, Y. A critical review of consumer satisfaction. Review of marketing, v. 4, n. 1, p. 68-123, 1990.

YUKSEL, A.; YUKSEL, F.; BILIM, Y. Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism Management, v. 31, n. 2, p. 274-284, 2010.

ZEITHAML, V. A.; BERRY, L. L.; PARASURAMAN, A. The Behavioral Consequences of Service Quality. Journal of Maketing, v. 60, n. 2, p. 31-46, 1996.

ZEITHAML, V. A.; BITNER, M. J.; GREMLER, D. D. Marketing de Serviços-: A Empresa com Foco no Cliente. Porto Alegre: Bookman, 2014.


Apontamentos

  • Não há apontamentos.


 

 

 

Revista Brasileira de Iniciação Científica, Itapetininga, SP, Brasil, ISSN: 2359-232X

 Licença Creative Commons Este obra está licenciado com uma Licença Creative Commons Atribuição-NãoComercial-CompartilhaIgual 4.0 Internacional.