La experiencia gastronómica en el restaurante: delimitación teórica y empírica en dos tipos de establecimiento
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Publicado
20-12-2019
Mª Eugenia Rodríguez López
Juan Miguel Alcántara Pilar
Álvaro José Rojas
Resumen
ObjetivoEl objetivo de este trabajo es construir una variable multidimensional que recoja todos los aspectos que el cliente evalúa en el restaurante: el servicio, la comida y el entorno, y que recibirá el nombre de experiencia gastronómica en el restaurante. MetodologíaLa toma de dos submuestras (70 clientes de restaurantes exclusivos, y 105 de restaurantes moderados) y el uso de un Modelo de Ecuaciones Estructurales, ha permitido analizar el efecto moderador que ejerce el tipo de restaurante en la formación de la experiencia, así como en la satisfacción e intención del cliente. ConclusionesEl tipo de restaurante ejerce un papel moderador en la formación de la experiencia gastronómica en el restaurante a partir de la calidad del entorno y de la comida, siendo mayores los efectos en clientes del restaurante exclusivo. También modera el efecto de la experiencia gastronómica en el restaurante sobre la satisfacción siendo mayor en los clientes del restaurante exclusivo, mientras que no hay diferencias en el efecto de la satisfacción sobre la intención entre restaurantes. ImplicacionesSe ofrecen soluciones en el ámbito de la promoción de los restaurantes según su estilo. El restaurante moderado deberá luchar por mantener la calidad del producto y servicio, mientras que el restaurante exclusivo debe prestar especial atención a su diseño interior y ambiente. Originalidad y valorLa contribución principal es la delimitación conceptual y empírica de la experiencia gastronómica en el restaurante, recogiendo en un constructo global todas las evaluaciones de la experiencia del cliente en el restaurante.
Cómo citar
Rodríguez López, M. E., Alcántara Pilar, J. M., & Rojas, Álvaro J. (2019). La experiencia gastronómica en el restaurante: delimitación teórica y empírica en dos tipos de establecimiento. Cuadernos De Gestión, 20(1), 181–204. https://doi.org/10.5295/cdg.180904mr
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Keywords
Experiencia gastronómica, atmósfera, calidad del producto, calidad del servicio, restaurante moderado, restaurante exclusivo
References
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Hanks, L., Line, N. y Kim, W.G., 2017. The impact of the social servicescape, density, and restaurant type on perceptions of interpersonal service quality. International Journal of Hospitality Management, 61, 35-44.
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Brady, M., Robertson, C. y Cronin, J., 2001. Managing behavioral intentions in diverse cultural environments: an investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers. Journal of International Management, 7(2), 129-149.
Canny, I. U., 2014. Measuring the mediating role of dining experience attributes on acustomer satisfaction and its impact on behavioral intentions of casual dining restaurant in Jakarta. International Journal of Innovation, Management and Technology, 5(1), 25-29.
Canziani, B. F., Almanza, B., Frash Jr, R. E., McKeig, M. J. y Sullivan-Reid, C., 2016. Classifying Restaurants to Improve Usability of Restaurant Research. International Journal of Contemporary Hospitality Management, 28(7), 1467-1483.
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Chahal, H. y Dutta, K., 2014. Conceptualising customer experiences: Significant research propositions. The Marketing Review, 14(4), 361-381.
Cronin J.J., Brady, M.K. y Hult, G.T., 2000. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76 (2), 193-218.
Cutler, S. Q. y Carmichael, B. A., 2010. The dimensions of the tourist experience. In Delwiche, J. (2004). The impact of perceptual interactions on perceived flavor. Food Quality and Preference, 15(2), 137-146.
Finkelstein, J., 1989. Dining out: a sociology of modern manners. New York: Polity Press.
Fornell, C. y Larcker, D. F., 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
Gilboa,S. y Rafaeli, A., 2003. Store environment, emotions and approach behaviour: applying environmental aesthetics to retailing. The International Review of Retail, Distribution and Consumer Research, 13(2), 195-211.
Grace, D. y O’Cass, A., 2004. Examining service experiences and post-consumption evaluations. Journal of Services Marketing, 18(6), 450 - 461.
Ha, J. y Jang, S., 2010a. Effects of service quality and food quality: The moderating role of atmospherics in a ethnic restaurant segment. International Journal of Hospitality Management, 29(3), 520-529.
Ha, J. y Jang, S. S., 2010b. Perceived Values, Satisfaction, and Behavioral Intentions: The role of familiarity in Korean restaurants. International Journal of Hospitality Management, 29(1), 2-13.
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Han, H. y Ryu, K., 2009. The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of Hospitality & Tourism Research, 33(4), 487-510.
Han, H. y Ryu, K., 2012. The theory of repurchasing decision-making (TRD): Identifying the critical factors in the post-purchase decision-making process. International Journal of Hospitality Management, 31,786-797.
Han, H. y Hyun S.S., 2017. Impact of hotel-restaurant imagen and quality of physicalenvironment, service, and food on satisfaction and intention. International Journal of Hospitality Management, 63, 82-92.
Hanks, L., Line, N. y Kim, W.G., 2017. The impact of the social servicescape, density, and restaurant type on perceptions of interpersonal service quality. International Journal of Hospitality Management, 61, 35-44.
Hansen, K. V., 2014. Development of SERVQUAL and DINESERV for measuring meal experiences in eating establishments. Scandinavian Journal of Hospitality and Tourism, 14(2), 116–134.
Heung, V. C. y Gu, T., 2012. Influence of Restaurant Atmospherics on Patron Satisfaction and Behavioral Intentions. International Journal of Hospitality Management, 31(4), 1167-1177.
Hwang, J. y Ok, C., 2013. The Antecedents and Consequence of Consumer Attitudes Toward Restaurant Brands: A comparative study between casual and fine dining restaurants. International Journal of Hospitality Management, 32, 121-131.
Jalivand, M.R., Salimipour, S., Elyasi, M. y Mohammadi, M., 2017. Factors influencing Word of mouth behavioour in the restaurant industry. Marketing Intelligence & Planning, 35(1), 81-110.
Jang, S. y Namkung, Y., 2009. Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian–Russell model to restaurants. Journal of Business Research, 62(4), 451-460.
Josiam, B. M., Malave, R., Foster, C. y Baldwin, W., 2017. Assessing Quality of Food, Service and Customer Experience at a Restaurant: The case of a student-run restaurant in the USA. In Hospitality Marketing and Consumer Behavior: Creating memorable experiences. Boca Raton, FL: Taylor & Francis Group, 129-156.
Kasapila, W., 2006. Young adults’ satisfaction regarding their dining experience in casual dining restaurants in Hatfield, Pretoria. VDM VErlag.
Kausar, R., Malik, S.A. y Akram, B., 2014. Effects and outcome of service quality and consumer attitudes towards restaurant brands: a study of dining restaurants in Pakistan. International Journal of Hospitality and Event Management, 1(2).
Kim, W.G. y Moon, Y.J., 2009. Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28, 144-156.
Kim, W. G., Ng, C. Y. N. y Kim, Y.S., 2009. Influence of institutional DINESERV on customer satisfaction, return intention, and word-of-mouth. International Journal of Hospitality Management, 28, 10–17.
Kim, H., Park, J., Kim, M. y Ryu, K., 2013. Does perceived restaurant food healthinessmatter? Its influence on value, satisfaction and revisit intention in restaurantoperations in South Korea. International Journal of Hospitality Management, 33(1), 397–405.
Kivela, J., Inbakaran, R. y Reece, J., 1999. Consumer research in the restaurant environment. Part 1: A conceptual model of dining satisfaction and return patronage. International Journal of Contemporary Hospitality Management, 11(5), 205-222.
Kivela, J., Inbakaran, R. y Reece, J., 2000. Consumer research in the restaurant environment. Part 3: Analysis, findings and conclusions. International Journal of Contemporary Hospitality Management, 12(1), 1-13.
Knutson, B. J., Beck, J. A., Kim, S. H. y Cha, J., 2010. Service quality as a component of the hospitality experience: proposal of a conceptual model and framework for research. Journal of Foodservice Business Research, 13, 15-23.
Kuo, T., Chen, T.C. y Cheng, W.J., 2016. Service quality evaluation: moderating influences of first-time and revisiting customers. Total Quality Management & Business Excellence, 1-12.
Ladhari, R., Souiden, N. y Dufour, B., 2017. The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions. Journal of Retailing and Consumer Services, 34, 10-18.
Line, N.D., Hanks, L. y Kim, W.G., 2016. Hedonic adaptation and satiation: Understanding switching behavior in the restaurant industry. International Journal of Hospitality Management, 52, 143-153.
Liu, Y. y Jang, S., 2009. The effects of dining atmospherics: an extended Mehrabian-Russell model. International Journal of Hospitality Management, 28(4), 494-503.
López-Bonilla, J.M. y López-Bonilla, L.M., 2014. Validation of the need for social interaction scale between customer and service provider. Revista Brasileira de Gestâo de Negócios, 16(53), 560-574.
López-Bonilla, L.M. y López-Bonilla, J.M., 2017. Explaining the discrepancy in the mediating role of attitude in the TAM. British Journal of Educational Technology, 48(4), 940-949.
Lütkemeyer, M.G. y Roehe, G.L., 2015. Identification of customer satisfaction in services: a study on agribusiness dealers. Revista Brasileira de Gestâo de Negócios, 17(58), 1408-1425.
Mazón, T., Colmenares, M. y Hurtado, J.A., 2014. El turismo gastronómico en la Península Ibérica: el caso de Benidorm, España. Iberoforum, 18, 73-99.
Meyer, C. y Schwager, A., 2007. Understanding customer experience. Harvard Business Review, 85(2), 116.
Namin, A., 2017. Revisiting customers´perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services, 34, 70-81.
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