Satisfacción y lealtad del cliente en el sector gastronómico en Lima, Perú
Palabras clave:
satisfacción del cliente, lealtad del cliente, restaurante, sector gastronómico, calidad del producto
Resumen
El estudio analiza la relación entre la satisfacción del cliente y su lealtad en restaurantes de pollo rostizado en Miraflores, San Isidro y La Molina, Lima, Perú. Se adoptó un enfoque cuantitativo, correlacional multivariado y un diseño no experimental de corte transversal. A través de encuestas a 385 comensales, se evaluaron cinco dimensiones de satisfacción: tangibilidad, fiabilidad, capacidad de respuesta, empatía y seguridad. Los resultados revelaron una correlación significativa entre satisfacción y lealtad (Rho = 0.467). Todas las dimensiones mostraron relaciones significativas con la lealtad, destacando la empatía (Rho = 0.422) como el factor con mayor influencia. Estos hallazgos sugieren que la lealtad del cliente en el sector gastronómico depende no solo de la calidad del producto, sino de una experiencia integral de servicio que incluye atención personalizada, tiempos de espera eficientes y un ambiente adecuado. La investigación resalta la importancia de fortalecer la interacción con los clientes para fomentar su fidelización, lo que resulta clave en un mercado altamente competitivo tras la pandemia.
Citas
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Adriatico, R. L., Razalan, A. M. A., Pagbilao, C. M. V., Afalla, B. T., & De la Cruz, L. M. (2022). Service Quality and Customer Satisfaction in Dining Restaurants: Inputs for Tourism and Hospitality Curriculum Enhancement. Academic Journal of Interdisciplinary Studies, 11(3), 30. https://doi.org/10.36941/ajis-2022-0065
Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U. Y., Sufi, T., & Mostofa, Md. G. (2023). The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. The TQM Journal, 35(2), 519–539. https://doi.org/10.1108/TQM-06-2021-0158
Amaral, B. V. D. C., Lima, G. C. R., Almeida, P. R. D. N., Viana, T. A., & Medeiros, D. D. D. (2024). Avaliação da qualidade em restaurantes self-service: uma aplicação do modelo SERVQUAL. ENEGEP 2024 - Encontro Nacional de Engenharia de Produção, Porto Alegre, RS - Brasil. https://doi.org/10.14488/ENEGEP2024_TN_ST_414_2036_47620
Bahadur, W. (2020). Effect of Employee Empathy on Service Loyalty Through the Development of Trust in and Satisfaction with Service Employee During Service Interactions. International Journal of Customer Relationship Marketing and Management, 11(1), 31–49. https://doi.org/10.4018/IJCRMM.2020010103
Baptista, M. V., y León, M. de F. (2013). Estrategias de lealtad de clientes en la banca universal. Estudios gerenciales, 29(127), 189–203. https://doi.org/10.1016/j.estger.2013.05.007
Barboza, D. M., Miranda, M. del P., Cespedes, C. P., & Esparza- Huamanchumo, R. M. (2022). Marketing experiencial y el valor de marca en una empresa del sector gastronómico. Revista Venezolana de Gerencia, 27(98), 696-712. https://doi.org/10.52080/rvgluz.27.98.20
Bisui, R., Uniyal, M., & Sharma, N. (2021). A Study on the Association between Customer Satisfaction and Customer Loyalty in the Inhouse Restaurant in Selected Hotels of Ludhiana City. GEINTEC - Gestão, Inovação e Tecnologias, 11(3), 518-537. https://doi.org/10.47059/revistageintec.v11i3
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68. https://www.jstor.org/stable/1252296
Dhisasmito, P. P., & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7), 2253–2271. https://doi.org/10.1108/BFJ-10-2019-0763
Esparza Huamanchumo, R. M., Hernández-Rojas, R. D., Longa-López, R. A., & Cárdenas-Jarama, M. (2023). Gastronomy as an effect of visitor loyalty: The Peruvian (Lima) case. International Journal of Tourism Cities, 9(2), 362–376. https://doi.org/10.1108/IJTC-03-2022-0071
Filimonau, V., Coşkun, A., Derqui, B., & Matute, J. (2022). Restaurant management and food waste reduction: Factors affecting attitudes and intentions in restaurants of Spain. International Journal of Contemporary Hospitality Management, 34(3), 1177–1203. https://doi.org/10.1108/IJCHM-07-2021-0899
Gadotti Dos Anjos, S. J., & França De Abreu, A. (2009). Service Qualtiy Measurement at Hospitality Companies. Revista Europea de Dirección y Economía de la Empresa. 18(2), 175-186. https://dialnet.unirioja.es/servlet/articulo?codigo=2879656
Garmendia, J. C., y Tavera, D. A. (2021). Aerolíneas bajo costo y convencionales: la satisfacción y lealtad de sus clientes. Revista Universidad & Empresa, 23(41), 1-26. https://revistas.urosario.edu.co/index.php/empresa/article/view/10523/10259
Haghkhah, A., Abdul Hamid, A. B., Ebrahimpour, A., Roghanian, P., & Gheysari, H. (2013). Commitment and Customer Loyalty in Business-To-Business Context. European Journal of Business and Management, 5(19), 156-164. https://www.iiste.org/Journals/index.php/EJBM/article/view/7285
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. International journal of hospitality management, 63, 82–92. https://doi.org/10.1016/j.ijhm.2017.03.006
Hernández-Sampieri, R. y Mendoza, C (2018). Metodología de la investigación. Las rutas cuantitativa, cualitativa y mixta. Editorial Mc Graw Hill Education.
Ing, P. G., Zheng Lin, N., Xu, M., & Thurasamy, R. (2019). Customer loyalty in Sabah full-service restaurant. Asia Pacific Journal of Marketing and Logistics, 32(7), 1407-1429. https://doi.org/10.1108/APJML-07-2019-0437
Instituto Nacional de Estadística e Informática - INEI (2024). Actividad de restaurantes aumentó en 2.57% en febrero de 2024. https://m.inei.gob.pe/prensa/noticias/actividad-de-restaurantes-aumento-en-257-en-febrero-de-2024-15121/
Jeon, J., Yoo, M., & Christodoulidou, N. (2019). The impact of Wi-Fi service on millennial diners. Journal of Hospitality and Tourism Technology, 10(3), 383–400. https://doi.org/10.1108/JHTT-11-2017-0133
Ji, X., Nicolau, J. L., Law, R., & Liu, X. (2024). Repeat Customers and Satisfaction: Uncovering New Intricacies Through Restaurant Reviews. Journal of Hospitality and Tourism Research, 48(7), 1226–1237. https://doi.org/10.1177/10963480221141613
Kim, J.-H., Kim, S. (Sam), Nosrati, S., & Badu-Baiden, F. (2024). Can nostalgia-themed stimuli predict customer loyalty and continued patronage? International Journal of Contemporary Hospitality Management, 36(7), 2385–2405. https://doi.org/10.1108/IJCHM-04-2023-0442
Kivela, J., & Crotts, J. C. (2005). Gastronomy Tourism: A Meaningful Travel Market Segment. Journal of Culinary Science & Technology, 4(2–3), 39–55. https://doi.org/10.1300/J385v04n02_03
Kotler, P., & Armstrong, G. (2018). Principles of marketing. (17th [edition]). Pearson Higher Education.
Lin, Y. C., y Chen, C. C. (2014). Needs assessment for food and food services and behavioral intention of Chinese group tourists who visited Taiwan. Asia Pacific Journal of Tourism Research, 19(1), 1–16. https://doi.org/10.1080/15428052.2022.2034696
López-Guzmán, T., Uribe Lotero, C.P., Pérez Gálvez, J.C. and Ríos Rivera, I. (2017), Gastronomic festivals: attitude, motivation and satisfaction of the tourist, British Food Journal, 119(2), 267-283. https://doi.org/10.1108/BFJ-06-2016-0246
Lu, L. y Chi, C.G.-q. (2018), “An examination of the perceived value of organic dining”, International Journal of Contemporary Hospitality Management, 30(8), 2826-2844. https://doi.org/10.1108/IJCHM-05-2017-0267
Ma, X. (2023). Enhancing Customer Satisfaction in the Airline Industry: A Case Study of Delta Airlines. Advances in Economics, Management and Political Sciences. https://doi.org/10.54254/2754-1169/46/20230320
Madiawati, P. N., Pradana, M., & Miranda, S. (2021). Effects of Service Quality, Value Perception and Loyalty on Customer Satisfaction: Case Of A Local Restaurant In South Bandung, Indonesia. Jurnal Bisnis Dan Manajemen, 22(1), 19–29. https://doi.org/10.24198/jbm.v22i1.489
Marine-Roig, E., Daries, N., Cristobal-Fransi, E., & Sánchez-García, J. (2024). The role of upscale restaurants in destination image formation: A semiotic perspective on gastronomy tourism. British Food Journal, 126(12), 4147–4162. https://doi.org/10.1108/BFJ-04-2024-0416
Mayuri-Ramos, E., Sifuentes-Salcedo, M. R., Cordova-Buiza, F., Rojas-Rosales, J. B., Toribio-Tamayo, G., Conde-Beltran, Y. V., & Auccahuasi, W. (2023). Eating at a Peruvian themed restaurant: Consumer profile and behavior. International Conference on Tourism Research, 6(1), 194–202. https://doi.org/10.34190/ictr.6.1.1251
Mellens, M., Dekimpe, M.G., & Steenkamp. J.B.E.M (1996). A Review of Brand-Loyalty Measures in Marketing. Tijdschrift voor Econoniie en Management. https://research.tilburguniversity.edu/en/publications/a-review-of-brand-loyalty-measures-in-marketing
Mynttinen, S., Logren, J., Särkkä-Tirkkonen, M., & Rautiainen, T. (2015). Perceptions of food and its locality among Russian tourists in the South Savo region of Finland. Tourism Management, 48, 455–466. https://doi.org/10.1016/j.tourman.2014.12.010
Mora, D., Solano-Sanchez, M. A., Lopez-Guzman, T., & Moral-Cuadra, S. (2021). Gastronomic experiences as a key element in the development of a tourist destination. International Journal of Gastronomy and Food Science. https://doi.org/10.1016/j.ijgfs.2021.100405
Nguyen, Q., Nisar, T. M., Knox, D., & Prabhakar, G. P. (2018). Understanding customer satisfaction in the UK quick service restaurant industry: The influence of the tangible attributes of perceived service quality. British Food Journal, 120(6), 1207–1222. https://doi.org/10.1108/BFJ-08-2017-0449
Ong, A. K. S., Prasetyo, Y. T., Mariñas, K. A., Perez, J. P. A., Persada, S. F., Nadlifatin, R., Chuenyindee, T., & Buaphiban, T. (2022). Factors Affecting Customer Satisfaction in Fast Food Restaurant “Jollibee” during the COVID-19 Pandemic. Sustainability, 14(22), 15477. https://doi.org/10.3390/su142215477
Onyike, O., & Muda, H. B. (2021). Issues and challenges of total quality management practices on customer satisfaction. The Journal of Management Theory and Practice (JMTP), 12–19. https://doi.org/10.37231/jmtp.2021.2.2.94
Oruna, A. M., Oruna, M. Á., Aranguren, P. E., & Sánchez, J. A. (2023). Calidad de servicio de la banca móvil y lealtad del consumidor. Revista Venezolana de Gerencia, 28(102), 855-871. https://doi.org/10.52080/rvgluz.28.102.25
Osman, I., Omar, E. N., Ratnasari, R. T., Furqon, C., & Sultan, M. A. (2024). Perceived service quality and risks towards satisfaction of online halal food delivery system: From the Malaysian perspectives. Journal of Islamic Marketing, 15(9), 2198–2228. https://doi.org/10.1108/JIMA-06-2023-0176
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Adriatico, R. L., Razalan, A. M. A., Pagbilao, C. M. V., Afalla, B. T., & De la Cruz, L. M. (2022). Service Quality and Customer Satisfaction in Dining Restaurants: Inputs for Tourism and Hospitality Curriculum Enhancement. Academic Journal of Interdisciplinary Studies, 11(3), 30. https://doi.org/10.36941/ajis-2022-0065
Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U. Y., Sufi, T., & Mostofa, Md. G. (2023). The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. The TQM Journal, 35(2), 519–539. https://doi.org/10.1108/TQM-06-2021-0158
Amaral, B. V. D. C., Lima, G. C. R., Almeida, P. R. D. N., Viana, T. A., & Medeiros, D. D. D. (2024). Avaliação da qualidade em restaurantes self-service: uma aplicação do modelo SERVQUAL. ENEGEP 2024 - Encontro Nacional de Engenharia de Produção, Porto Alegre, RS - Brasil. https://doi.org/10.14488/ENEGEP2024_TN_ST_414_2036_47620
Bahadur, W. (2020). Effect of Employee Empathy on Service Loyalty Through the Development of Trust in and Satisfaction with Service Employee During Service Interactions. International Journal of Customer Relationship Marketing and Management, 11(1), 31–49. https://doi.org/10.4018/IJCRMM.2020010103
Baptista, M. V., y León, M. de F. (2013). Estrategias de lealtad de clientes en la banca universal. Estudios gerenciales, 29(127), 189–203. https://doi.org/10.1016/j.estger.2013.05.007
Barboza, D. M., Miranda, M. del P., Cespedes, C. P., & Esparza- Huamanchumo, R. M. (2022). Marketing experiencial y el valor de marca en una empresa del sector gastronómico. Revista Venezolana de Gerencia, 27(98), 696-712. https://doi.org/10.52080/rvgluz.27.98.20
Bisui, R., Uniyal, M., & Sharma, N. (2021). A Study on the Association between Customer Satisfaction and Customer Loyalty in the Inhouse Restaurant in Selected Hotels of Ludhiana City. GEINTEC - Gestão, Inovação e Tecnologias, 11(3), 518-537. https://doi.org/10.47059/revistageintec.v11i3
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68. https://www.jstor.org/stable/1252296
Dhisasmito, P. P., & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7), 2253–2271. https://doi.org/10.1108/BFJ-10-2019-0763
Esparza Huamanchumo, R. M., Hernández-Rojas, R. D., Longa-López, R. A., & Cárdenas-Jarama, M. (2023). Gastronomy as an effect of visitor loyalty: The Peruvian (Lima) case. International Journal of Tourism Cities, 9(2), 362–376. https://doi.org/10.1108/IJTC-03-2022-0071
Filimonau, V., Coşkun, A., Derqui, B., & Matute, J. (2022). Restaurant management and food waste reduction: Factors affecting attitudes and intentions in restaurants of Spain. International Journal of Contemporary Hospitality Management, 34(3), 1177–1203. https://doi.org/10.1108/IJCHM-07-2021-0899
Gadotti Dos Anjos, S. J., & França De Abreu, A. (2009). Service Qualtiy Measurement at Hospitality Companies. Revista Europea de Dirección y Economía de la Empresa. 18(2), 175-186. https://dialnet.unirioja.es/servlet/articulo?codigo=2879656
Garmendia, J. C., y Tavera, D. A. (2021). Aerolíneas bajo costo y convencionales: la satisfacción y lealtad de sus clientes. Revista Universidad & Empresa, 23(41), 1-26. https://revistas.urosario.edu.co/index.php/empresa/article/view/10523/10259
Haghkhah, A., Abdul Hamid, A. B., Ebrahimpour, A., Roghanian, P., & Gheysari, H. (2013). Commitment and Customer Loyalty in Business-To-Business Context. European Journal of Business and Management, 5(19), 156-164. https://www.iiste.org/Journals/index.php/EJBM/article/view/7285
Han, H., & Hyun, S. S. (2017). Impact of hotel-restaurant image and quality of physical-environment, service, and food on satisfaction and intention. International journal of hospitality management, 63, 82–92. https://doi.org/10.1016/j.ijhm.2017.03.006
Hernández-Sampieri, R. y Mendoza, C (2018). Metodología de la investigación. Las rutas cuantitativa, cualitativa y mixta. Editorial Mc Graw Hill Education.
Ing, P. G., Zheng Lin, N., Xu, M., & Thurasamy, R. (2019). Customer loyalty in Sabah full-service restaurant. Asia Pacific Journal of Marketing and Logistics, 32(7), 1407-1429. https://doi.org/10.1108/APJML-07-2019-0437
Instituto Nacional de Estadística e Informática - INEI (2024). Actividad de restaurantes aumentó en 2.57% en febrero de 2024. https://m.inei.gob.pe/prensa/noticias/actividad-de-restaurantes-aumento-en-257-en-febrero-de-2024-15121/
Jeon, J., Yoo, M., & Christodoulidou, N. (2019). The impact of Wi-Fi service on millennial diners. Journal of Hospitality and Tourism Technology, 10(3), 383–400. https://doi.org/10.1108/JHTT-11-2017-0133
Ji, X., Nicolau, J. L., Law, R., & Liu, X. (2024). Repeat Customers and Satisfaction: Uncovering New Intricacies Through Restaurant Reviews. Journal of Hospitality and Tourism Research, 48(7), 1226–1237. https://doi.org/10.1177/10963480221141613
Kim, J.-H., Kim, S. (Sam), Nosrati, S., & Badu-Baiden, F. (2024). Can nostalgia-themed stimuli predict customer loyalty and continued patronage? International Journal of Contemporary Hospitality Management, 36(7), 2385–2405. https://doi.org/10.1108/IJCHM-04-2023-0442
Kivela, J., & Crotts, J. C. (2005). Gastronomy Tourism: A Meaningful Travel Market Segment. Journal of Culinary Science & Technology, 4(2–3), 39–55. https://doi.org/10.1300/J385v04n02_03
Kotler, P., & Armstrong, G. (2018). Principles of marketing. (17th [edition]). Pearson Higher Education.
Lin, Y. C., y Chen, C. C. (2014). Needs assessment for food and food services and behavioral intention of Chinese group tourists who visited Taiwan. Asia Pacific Journal of Tourism Research, 19(1), 1–16. https://doi.org/10.1080/15428052.2022.2034696
López-Guzmán, T., Uribe Lotero, C.P., Pérez Gálvez, J.C. and Ríos Rivera, I. (2017), Gastronomic festivals: attitude, motivation and satisfaction of the tourist, British Food Journal, 119(2), 267-283. https://doi.org/10.1108/BFJ-06-2016-0246
Lu, L. y Chi, C.G.-q. (2018), “An examination of the perceived value of organic dining”, International Journal of Contemporary Hospitality Management, 30(8), 2826-2844. https://doi.org/10.1108/IJCHM-05-2017-0267
Ma, X. (2023). Enhancing Customer Satisfaction in the Airline Industry: A Case Study of Delta Airlines. Advances in Economics, Management and Political Sciences. https://doi.org/10.54254/2754-1169/46/20230320
Madiawati, P. N., Pradana, M., & Miranda, S. (2021). Effects of Service Quality, Value Perception and Loyalty on Customer Satisfaction: Case Of A Local Restaurant In South Bandung, Indonesia. Jurnal Bisnis Dan Manajemen, 22(1), 19–29. https://doi.org/10.24198/jbm.v22i1.489
Marine-Roig, E., Daries, N., Cristobal-Fransi, E., & Sánchez-García, J. (2024). The role of upscale restaurants in destination image formation: A semiotic perspective on gastronomy tourism. British Food Journal, 126(12), 4147–4162. https://doi.org/10.1108/BFJ-04-2024-0416
Mayuri-Ramos, E., Sifuentes-Salcedo, M. R., Cordova-Buiza, F., Rojas-Rosales, J. B., Toribio-Tamayo, G., Conde-Beltran, Y. V., & Auccahuasi, W. (2023). Eating at a Peruvian themed restaurant: Consumer profile and behavior. International Conference on Tourism Research, 6(1), 194–202. https://doi.org/10.34190/ictr.6.1.1251
Mellens, M., Dekimpe, M.G., & Steenkamp. J.B.E.M (1996). A Review of Brand-Loyalty Measures in Marketing. Tijdschrift voor Econoniie en Management. https://research.tilburguniversity.edu/en/publications/a-review-of-brand-loyalty-measures-in-marketing
Mynttinen, S., Logren, J., Särkkä-Tirkkonen, M., & Rautiainen, T. (2015). Perceptions of food and its locality among Russian tourists in the South Savo region of Finland. Tourism Management, 48, 455–466. https://doi.org/10.1016/j.tourman.2014.12.010
Mora, D., Solano-Sanchez, M. A., Lopez-Guzman, T., & Moral-Cuadra, S. (2021). Gastronomic experiences as a key element in the development of a tourist destination. International Journal of Gastronomy and Food Science. https://doi.org/10.1016/j.ijgfs.2021.100405
Nguyen, Q., Nisar, T. M., Knox, D., & Prabhakar, G. P. (2018). Understanding customer satisfaction in the UK quick service restaurant industry: The influence of the tangible attributes of perceived service quality. British Food Journal, 120(6), 1207–1222. https://doi.org/10.1108/BFJ-08-2017-0449
Ong, A. K. S., Prasetyo, Y. T., Mariñas, K. A., Perez, J. P. A., Persada, S. F., Nadlifatin, R., Chuenyindee, T., & Buaphiban, T. (2022). Factors Affecting Customer Satisfaction in Fast Food Restaurant “Jollibee” during the COVID-19 Pandemic. Sustainability, 14(22), 15477. https://doi.org/10.3390/su142215477
Onyike, O., & Muda, H. B. (2021). Issues and challenges of total quality management practices on customer satisfaction. The Journal of Management Theory and Practice (JMTP), 12–19. https://doi.org/10.37231/jmtp.2021.2.2.94
Oruna, A. M., Oruna, M. Á., Aranguren, P. E., & Sánchez, J. A. (2023). Calidad de servicio de la banca móvil y lealtad del consumidor. Revista Venezolana de Gerencia, 28(102), 855-871. https://doi.org/10.52080/rvgluz.28.102.25
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Publicado
2025-06-04
Cómo citar
Rivera Paredes, K. M., Rodas Gonza, A. N. J., Esparza-Huamanchumo, R. M., & Palomino Ludeña, M. H. (2025). Satisfacción y lealtad del cliente en el sector gastronómico en Lima, Perú. Revista Venezolana De Gerencia, 30(111), 1502-1515. Recuperado a partir de https://mail.produccioncientificaluz.org/index.php/rvg/article/view/43900
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TRIMESTRE
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0.
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