Avaliação da satisfação em serviços de restaurantes em Santa Cruz do Sul com aplicação do ACSI.

Abstract

Restaurants are business organizations in the gastronomy and service sectors. The first restaurant was opened in 1765 in Paris, France. It arrived in Brazil in 1808 with the help of the Royal Family, and it is estimated that nowadays there is more than a million bars and restaurants doing business here. Altogether, they respond for about 40% of the tourism gross product (GP) in the country. This subject becomes more relevant due to the fact that people are in a ceaseless search for satisfaction and also because of the importance that food represents for our survival. With that in mind, the main objective of this study is to evaluation of the customer satisfaction with restaurants of Santa Cruz do Sul, having as reference the American Customer Satisfaction Index (ACSI) to propose recommendations on improving marketing services. The methodology is characterized by a qualitative exploratory study, to understand the relevant characteristics of the services, and a descriptive evaluation, with quantitative approach, involving a sample of 270 customers of the city restaurants who evaluated 44 businesses. The data analysis involved multivariate statistics with structured equation modeling. The main results were: it was obtained an ACSI index of 74 points and a market recommendation matrix for restaurants. The analyses with structural equations suggest that the service, the quality and the value experienced by the customers influence their satisfaction and loyalty towards the restaurants. Based on the results from this study, other restaurants will be able to apply the methodology to compare their performance and benchmarking of services.