El Papel De La Experiencia Previa Y La Justicia Interpersonal en El Sistema De Recuperación Del Servicio Tras Un Fallo

Rojas, Oscar Ney Aguilar; Herrera, Carmina Fandos

doi:10.1016/s1138-1442(14)60026-7

Revista Española de Investigación de Marketing ESIC

2013

DOI: 10.1016/s1138-1442(14)60026-7

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El Papel De La Experiencia Previa Y La Justicia Interpersonal en El Sistema De Recuperación Del Servicio Tras Un Fallo

Oscar Ney Aguilar Rojas

Carmina Fandos Herrera

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2023

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Cited by 1 publication

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Inbound marketing strategy on social media and the generation of experiences in fast food consumers

John Vasquez-Reyes,

Judith Bravo-Martinez,

Antonio Coral-Morante

et al. 2023

Innovative Marketing

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Digital media has allowed restaurants to maintain their sales, positioning, and better relationships with consumers in adverse situations such as the COVID-19 pandemic. This study seeks to determine the relationship between social networks as an inbound marketing tool and the generation of digital experiences in consumers of fast-food restaurants. This is a quantitative, correlational, and non-experimental analysis. The sample includes the most popular fast-food restaurants in Peru (Norky’s, Roky’s, and Kentucky Fried Chicken) that demonstrate significant presence in social networks and possess potential characteristics to provide customers with a positive experience. One hundred one respondents between 18 and 35 years of age, residents of Lima (Peru), and frequent consumers of fast food establishments were surveyed via Google Forms. The results were tabulated in MS Excel and the quantitative data analysis was performed with the IBM SPSS tool; descriptive and inferential statistics were applied and the correlation was obtained through Spearman’s coefficient. The findings highlighted that 61.39% of the respondents agree that the social network experiences of the restaurants influence their expectations; 47.5% react with likes and comments to the publications, and 63.4% recommend the restaurants thanks to the constant dissemination of their content. Finally, a significance level of less than 0.05 was obtained between the variables, demonstrating that one variable has a relationship with the other. The study concludes a moderate direct relationship between social networks as an inbound marketing strategy and the generation of digital experiences in the study group.

show abstract

Inbound marketing strategy on social media and the generation of experiences in fast food consumers

John Vasquez-Reyes,

Judith Bravo-Martinez,

Antonio Coral-Morante

et al. 2023

Innovative Marketing

View full text Add to dashboard Cite

show abstract

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El Papel De La Experiencia Previa Y La Justicia Interpersonal en El Sistema De Recuperación Del Servicio Tras Un Fallo

Cited by 1 publication

References 88 publications

Inbound marketing strategy on social media and the generation of experiences in fast food consumers

Inbound marketing strategy on social media and the generation of experiences in fast food consumers

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