Consumer Behavior and Factors that Influence Consumption and Customer Satisfaction

Abstract

The factors that influence purchasing behaviors and decisions are important to align customer-focused strategies that allow the development of local and international businesses. This research focuses on coffee shops and A questionnaire was conducted to a sample of 254 consumers from coffee shops representative of the city of Guayaquil with a structural equation model to evaluate 5 hypotheses. The objective was to analyze if there is a positive and significant relationship between the quality, expectations and monetary value with customer satisfaction; and the influence between satisfaction and revisit and recommendation. Research has shown that consumer loyalty depends on satisfaction and through a multigroup analysis the level of intensity of the consumption decision of women compared to men was measured.