Abstract
The fast and strong social and economic transformations in the economies of many countries has raised the competition for consumers. One of the elements required to adapt to such scenario is knowing customers and their perceptions about products or services, mainly regarding word of mouth recommendations. This study adapts, to the fast food business, a model originally designed to analyze the antecedents of the intent to recommend by clients of formal restaurants. Three constructs were considered: service quality, satisfaction, and social well-being, the latter comprised of positive and negative affections. Six hypotheses were considered, three of which relating to social well-being (that it influences satisfaction, service quality, and the intent to recommend), two relating to service quality (that it influences the intent to recommend and satisfaction), and one relating to the influence of satisfaction on the intent to recommend. None was rejected, indicating adherence and adjustment of the simplification and adaptation of the consolidated model. Through a successful empirical application, the main contribution made by this research is the simplification of a model through its application in a similar context, but with a different scope.Key words: Word-of-mouth recommendation. Affection. Social well-being. Quality. Satisfaction.
Highlights
Six hypotheses relating to competition restaurantes de comida rápida ubicada en el Estado consumers
Through a successful empirical application, the main contribution made by this research is the simplification of a model through its application in a similar context, but with a different scope
Assinale sua opinião em relação à qualidade dos sanduíches servidos na Lanchonete XYZ
Summary
De acordo com Zeithaml, Bitner e Gremler (2011), como os serviços são bens intangíveis, eles. A qualidade percebida técnica refere-se àquilo que o cliente recebe em de bens físicos ou tangíveis pode ser medida por sua interação com a empresa, ou seja, o resultado meio de indicadores precisos, como números de do serviço; já a dimensão funcional diz respeito defeitos, ao passo que a qualidade percebida em ao modo como o cliente vivencia o contato com serviços é baseada em experiências vivenciadas pelo a organização e à qualidade do processo de prescliente. GRÖNROOS, 2004) consideram que a qualidapode ser observada por meio do nível da satisfade percebida de um serviço está relacionada a seu ção do cliente em relação aos atributos do produdesempenho ou à contraposição da percepção do to ou do serviço experimentado
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