Individual cultural values as determinants of the attitudinal process in the restauranta different perspective for understanding brand equity formation

  1. Rodríguez-López, María Eugenia 1
  2. Alcántara-Pilar, Juan Miguel 1
  3. Del Barrio-García, Salvador 1
  1. 1 Department of Marketing and Market Research, University of Granada
Revista:
Tourism & Management Studies

ISSN: 2182-8466,  2182-8458

Año de publicación: 2023

Volumen: 19

Número: 1

Páginas: 49-57

Tipo: Artículo

DOI: 10.18089/TMS.2023.190105 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Tourism & Management Studies

Resumen

En un entorno competitivo cada vez más innovador, se hace necesario conocer en profundidad al cliente, y entender los determinantes intrínsecos de la lealtad del cliente hacia el restaurante y el capital de marca. La cultura es un factor fundamental para la comprensión del comportamiento, que frecuentemente ha despertado el interés por su papel moderador en mayor medida que determinante. El objetivo de esta investigación es examinar el papel determinante de los valores culturales de los clientes (Orientación en el tiempo, distancia de poder, y aversión al riesgo) sobre el proceso actitudinal del cliente en el restaurante (satisfacción y lealtad), para comprender cómo afecta de forma indirecta a través del proceso actitudinal en la formación del capital de marca de un restaurante. Se ha utilizado una muestra de 540 clientes, y se ha llevado a cabo la estimación de un modelo SEM. Los resultados indican que los valores culturales tienen un potente efecto determinante en el proceso actitudinal, a excepción de la distancia de poder. Por lo tanto, la cultura afecta indirectamente a la formación del capital de marca del restaurante.

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