The Role of Commercial Hospitality on Customer´s Behavioral Intention: A Proposed Model for FoodService Retail

Autores

  • Leonardo Aureliano-Silva <p>Universidade Anhembi-Morumbi - UAM</p><p>Mestrado Profissional em Gestão de Alimentos e Bebidas</p><p>Escola Superior de Propaganda e Marketing - ESPM</p>
  • Anne Powell Kings Education - Business and Hospitality - United Kingdom
  • Carlos Alberto Alves <p>Universidade Anhembi-Morumbi - UAM</p><p>Mestrado Profissional em Gestão de Alimentos e Bebidas</p><p>Doutorado em Hospitalidade</p>

Resumo

This study proposed a commercial hospitality model for restaurant revisit intention through the relationship among word-of-mouth, loyalty, and patronage. Using Structural Equation Modeling (PLS-SEM), and based on the analysis of 213 customers’ responses, results presented the following: commercial hospitality has a positive influence on word-of-mouth, loyalty, and patronage. Also, these constructs have a positive influence on the intention of customers revisiting the restaurant. As to implications, this study contributes to hospitality and customer behavior areas by integrating such constructs and proposing an empirical model of behavioral intentions. Also, this study offers a useful tool to manage the level of commercial hospitality in restaurants and other business within the hospitality industry.

Keywords: commercial hospitality; restaurant; customer behavior

 

Trilha: Estratégias e Gestão Varejista

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Publicado

2019-09-17

Conferência

CLAV 2019 - 12o. Congresso Latino Americano de Varejo

Modalidade

Artigos - Científicos