O impacto do marketing experiencial na intenção de revisitar a marca: uma comparação entre grandes e pequenas redes de restaurantes fast-food

Miriam Taís Salomão, Mariana Alves Santos

Resumo


Objetivo: Este estudo visa investigar o impacto do marketing experiencial na intenção dos consumidores de revisitar a marca, avaliando cada etapa de seu processo de percepção em relação às experiências de consumo de hambúrguer em restaurantes fast-food. Foram desenvolvidas quinze hipóteses para testar se as práticas de marketing experiencial e a qualidade do serviço levam à satisfação imediata do cliente através do valor experiencial e, consequentemente, se a satisfação imediata do cliente induz a um comportamento positivo pós-compra. Também, nesta pesquisa, foram investigadas as diferenças entre as experiências em locais pertencentes a uma grande ou pequena rede de restaurantes.

Metodologia/abordagem: Para a coleta de dados, foi realizada uma pesquisa que resultou em 442 respondentes no contexto português, e foi utilizada a Modelagem da Equação Estrutural para a análise.

Principais resultados: Os resultados empíricos revelaram que algumas dos módulos experienciais estratégicos (nomeadamente, o sensorial, o afetivo e o relacional) e a percepção da qualidade do serviço impactam positivamente o valor experiencial tanto em sua dimensão funcional como emocional. Estes impactos também dependem se a experiência ocorreu em um restaurante pertencente a uma grande ou pequena rede de restaurantes. Além disso, os resultados mostraram que a satisfação imediata do cliente induz a um comportamento positivo pós-compra.

Relevância/originalidade: Este estudo pode apoiar os gerentes, oferecendo apoio empírico para implementar estratégias de marketing experienciais direcionadas diretamente para seu tipo de estabelecimento.

Implicações gerenciais ou sociais: Este estudo pode servir como base para estudos futuros sobre as possíveis diferenças nos módulos experimentais estratégicos e a percepção da qualidade do serviço quando o modelo é aplicado a um serviço pertencente a diferentes grupos.


Palavras-chave


Marketing experiencial; Valor experiencial; Satisfação do consumidor; Intenção de revisitar; Restaurantes fast-food

Texto completo:

PDF (English)

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DOI: https://doi.org/10.5585/remark.v21i3.21331

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