文章基本信息

标题：Antecedentes da Intenção de Recomendação: uma proposição com lanchonetes do tipo fast food
本地全文：下载
作者：Márcio Moutinho Abdalla ; Joyce Gonçalves Altaf ; Irene Raguenet Troccoli 等
期刊名称：Revista Brasileira de Gestão de Negócios
印刷版ISSN：1806-4892
电子版ISSN：1983-0807
出版年度：2012
卷号：14
期号：43
页码：234-250
语种：Portuguese
出版社：Fundação Escola de Comércio Álvares Penteado
其他摘要：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.
关键词：Recomendacao boca a boca; Afeicao; Bemestar social; Qualidade; Satisfacao; Word-of-mouth recommendation; Affection; Social well-being; Quality; Satisfaction