A EXPERIÊNCIA DO CLIENTE NO SETOR DE FOOD SERVICE
ANÁLISE DA LITERATURA E PROPOSIÇÃO DE UMA AGENDA DE PESQUISA
Keywords:
Food Service, Experiência do cliente, Satisfação e lealdade, Experiência memorável, Marketing de destinoAbstract
The purpose of this paper was to carry out a Systematic Literature Review aiming at understanding the content, results and theories covered in the literature, as well as the opportunities for developing future work when it comes to experience marketing in the Food Service sector. From the definition of keywords, a search was carried out in the Scopus database, which returned 1,955 articles. After using inclusion and exclusion criteria, 72 studies were reached, which were read and analyzed in full using the content analysis technique. From this analysis, four themes were identified: consumer behavior, satisfaction and loyalty, memorable and shareable experience, and tourism and destination marketing. The data show that the area of marketing where more studies are developed is in satisfaction and loyalty, corresponding to almost 32% of the total, while the other areas, show a similar behavior, in terms of number of studies. Still, the research theme that has been developing the most in the last two years is tourism and social media. Following, a research agenda was formulated based on the 40 journals identified in this study and the indications of future works cited in the most recent articles. With that, it was possible to infer that the food service sector will be the target of several studies in the coming years due to the sector's relevance to the economy, and the experience theme has been one of the themes highlighted in marketing as it is aligned with the aspirations and needs of contemporary consumers.
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