Satisfação como mediadora da lealdade em serviços gastronômicos : um estudo com consumidores de Food Parks em Aracaju/SE

Abstract

This study analyzes consumer satisfaction as a mediator of loyalty in gastronomic services, focusing specifically on the context of food parks in the city of Aracaju, in Sergipe, Brazil. The main objective of the research is to examine the influence of perceived quality on consumer satisfaction and loyalty, considering satisfaction as the mediating variable. The topic addresses a gap in the marketing literature, which largely concentrates its studies on conventional restaurants, and seeks to provide practical insights for food park managers. The methodology adopted is a quantitative approach, with a descriptive and cross-sectional design, operationalized through a survey. The data collection instrument was based on the DINESERV scale, adapted for the food park context. Data were collected in Aracaju, resulting in a valid sample of 168 respondents. For data analysis and hypothesis testing, the Structural Equation Modeling (SEM) technique using the Partial Least Squares (PLS) approach was employed. The results demonstrate a positive and significant effect of Perceived Quality on both Satisfaction (β=0.828; p<0.001) and Loyalty (β=0.688; p<0.001). These findings confirm that service quality is the primary driver of consumer satisfaction and directly influences their intention to return. The study also proved that Satisfaction plays a partial mediating role in the relationship between Perceived Quality and Loyalty, with a significant effect. This indicates that satisfaction acts as the crucial link that transforms the perception of good quality into a strong and lasting loyalty bond. In conclusion, the work reinforces that strategic investment in service dimensions (such as Tangibility, Reliability, Security, and Empathy) is essential to strengthen customer loyalty and ensure the sustainability of food parks in the region.