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Repositorio de la Red Internacional de Investigadores en Competitividad

COMPETITIVIDAD GLOBAL

Vol. 15 (2021): Reinventándose para la competitividad PostCovid19 ISBN 978-607-96203-0-10

La satisfacción del cliente como variable mediadora en la industria restaurantera del norte de México

  • Christian Reich López
  • María Mayela Terán Cázares
  • Mónica Blanco Jimenez
Submitted
March 25, 2022
Published
2022-03-29

Abstract

El objetivo de esta investigación es analizar las variables que inciden en la intención de
recomendación de boca en boca considerando como variable mediadora la satisfacción del cliente en
un contexto de restaurantes de servicio completo. El método estadístico seleccionado fue a través de
ecuaciones estructurales. Los resultados indican que la satisfacción del cliente influye de forma
importante como un efecto previo a otros comportamientos del consumidor. Respecto a las
limitaciones del estudio, se reconoce el uso de un muestreo no probabilístico, así como una
metodología de recolección en línea debido al COVID-19. La originalidad del artículo reside en la
aportación del conocimiento del consumidor en el sentido de reconocer como impactan estas variables
tanto en la satisfacción como en la intención de recomendar, así como poder brindar una guía a los
restauranteros para que puedan destinar los recursos a lo que realmente importa en la experiencia de
sus clientes.

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