A EXPERIÊNCIA DO CLIENTE NO SETOR DE FOOD SERVICE

ANÁLISE DA LITERATURA E PROPOSIÇÃO DE UMA AGENDA DE PESQUISA

Authors

Keywords:

Food Service, Experiência do cliente, Satisfação e lealdade, Experiência memorável, Marketing de destino

Abstract

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.

Author Biographies

Bianca Virgínia Rodrigues de Freitas, Centro Universitário Unihorizontes

Possui graduação em Administração pela Pontifícia Universidade Católica de Minas Gerais(2004) e especialização em Curso de Especialização em Gestão e Qualidade Hospitalar pela Escola de Saúde Pública de Minas Gerais(2011). Atualmente é Administrador da Universidade Federal de Minas Gerais e Mestranda em Administração no Programa de Pós-graduação do Centro Universitário Unihorizontes.

Helena Belintani Shigaki, Universidade Federal de Minas Gerais, Brasil

Doutora em Administração (UFMG - CEPEAD/FACE), Mestre em Administração (PUC Minas - 2014), Especialista em Gestão Estratégica de Marketing (PUC Minas/ IEC - 2012) e Graduada em Administração (PUC Minas - 2010). Pesquisadora do Núcleo de Pesquisa, Ensino em Marketing e Estratégias de Operações da UFMG e, do Projeto Gestão Contemporânea de Mercados da Fundação Dom Cabral (FDC). Foi professora nos cursos de graduação em Administração no CEFET-MG (disciplinas: Administração Mercadológica II, Comportamento do Consumidor e Metodologia de pesquisa), Administração e Marketing no Centro Universitário UNA (disciplinas: Comportamento do Consumidor, Planejamento e Elaboração de Projetos e, Gestão Estratégica de Marketing); Administração e Ciências da Informação da PUC Minas (Análise e Estratégia de Mercado e, Gestão da Informação), da pós-graduação no UNIBH (Branding e Comunicação) e da pós-graduação no UNILESTE (Pesquisa Qualitativa). Foi orientadora de Projetos Aplicados Interdisciplinares (Centro Universitário UNA); de Trabalho de Conclusão de Curso de Graduação (UFMG e CEFET-MG) e Pós-graduação (UNIBH).Possui publicações em periódicos, além de artigos publicados em eventos nacionais e internacionais

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Published

2022-06-01

How to Cite

Virgínia Rodrigues de Freitas, B. ., & Shigaki, H. B. (2022). A EXPERIÊNCIA DO CLIENTE NO SETOR DE FOOD SERVICE: ANÁLISE DA LITERATURA E PROPOSIÇÃO DE UMA AGENDA DE PESQUISA. Marketing & Tourism Review, 7(1). Retrieved from https://revistas.face.ufmg.br/index.php/mtr/article/view/6790