Análise da influência do ambiente sobre a satisfação dos clientes de um restaurante no Shopping Riomar

Abstract

Given the competitiveness of the market to which companies are exposed, thanks to new entrants and new technologies, it is increasingly important to study marketing to meet the purpose of meeting the needs of consumers. From this perspective, service marketing is studied through the premise that the customer adds, even unconsciously, tangible aspects in service evaluation. This Course Conclusion Paper aims to analyze the influence of the environment on the customer satisfaction of a restaurant located in a shopping center, and to identify if the customer satisfaction is related to the constructs architecture, physical environment, social environment, and restaurant service that are part of Servicescape's perspective. Based on this scenario, the descriptive quantitative research procedure was adopted for data collection through a survey, applied through a questionnaire to customers, completed after consumption in the restaurant. Subsequently, data treatment and analysis techniques were used Structural Equation Modeling Based on PLS - Partial Least Squares and Multiple Linear Regression. Eight hypotheses were associated and related the constructs to the dependent variables. The results presented 4 validated hypotheses and 4 refuted hypotheses and were essential in understanding the importance of the service environment in customer satisfaction with the environment and the services provided by the restaurant.