%0 Journal Article
%T RESTAURANT SERVICE CONSUMERS¡¯ VALUE PERCEPTIONS: A STUDY WITH STRUCTURAL EQUATION MODELING PERCEP  O DE VALOR DOS CONSUMIDORES DE SERVI OS DE RESTAURANTES: UM ESTUDO COM MODELAGEM DE EQUA  ES ESTRUTURAIS DOI: 10.5585/remark.v11i3.2291
%A George Bedinelli Rossi Bedinelli Rossi
%A Dirceu da Silva
%A Fernando Nogueira Debessa
%A Mauro Neves Garcia
%J REMark : Revista Brasileira de Marketing
%D 2012
%I 
%R 10.5585/remark.v11i3.2291
%X This research aims to create a model that could explain consumers¡® value perception of restaurants attended on Sundays in the city of S o Paulo. The research was carried out in two phases: first was an exploratory research project¡ªa focus group¨Ctype with two groups of eight individuals each, which had the objective of discovering the main variables that impact the value perception of consumers. Thus, a balanced Likert-type scale was generated, with seven levels of concurrence. The scale was submitted to five experts for theoretical validation and was applied to a non probabilistic sample pursuant to the judgment of 360 consumers. Then, in a second phase, validation of the scale by the Confirmatory Factor Analysis method was provided as well as the building and analysis of five causal models by the method of Structural Equation Modeling. The final model with a better adjustment was composed of PRICE as an endogenous variable and ENVIRONMENT, SERVICE, FOOD, and HYGIENE as exogenous variables. Such conclusions allow the prediction of the decision process in relation to restaurant selection in two phases: (1) when a group of restaurants is chosen, and (2) the moment when the PRICE variable takes over the role of defining the value offered by each restaurant, which will motivate the selection. Esta pesquisa objetivou a elabora  o de um modelo que explicasse a percep  o de valor de consumidores em restaurantes freq¨¹entados aos domingos na cidade de S o Paulo. Foi realizada em duas fases: uma pesquisa explorat¨®ria tipo grupo de foco com dois grupos de oito elementos cada cujo para descobrir as principais vari¨¢veis que influem na percep  o de valor de consumidores. Gerando-se uma escala do tipo Likert, equilibrada e com ponto neutro, com sete n¨ªveis de concordancia. Esta foi submetida a cinco especialistas para valida  o te¨®rica e aplicada em uma amostra n o probabil¨ªstica por julgamento de 360 consumidores. Em seguida (segunda fase), procedeu-se ¨¤ valida  o da escala pelo m¨¦todo de An¨¢lise Fatorial Confirmat¨®ria e ¨¤ constru  o e an¨¢lise de cinco modelos causais pelo m¨¦todo de Modelagem de Equa  es Estruturais. O modelo final com melhor ajuste mostrou que ¨¦ composto por PRE O como a vari¨¢vel end¨®gena e AMBIENTE, ATENDIMENTO, COMIDA e LIMPEZA como as vari¨¢veis ex¨®genas. Tais conclus es indicam a visualiza  o do processo decis¨®rio de escolha de restaurante em duas fases: (1) onde escolhe uma com junto de restaurantes e (2) momento em que a vari¨¢vel PRE O assume o papel de definir o valor entregue por restaurante, o que animar¨¢ a escolha.
%K Consumer Behavior
%K Services Marketing
%K Evaluation Satisfaction
%K Restaurants Services.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2291