Os fatores de hospitalidade percebidos pelos clientes em restaurantes

Abstract

The factors that make up hospitality can be considered differentiators for establishments, such as restaurants. And it is important that these establishments identify which aspects are valued by their customers that represent hospitality as a source of competitive advantage. This research is justified by the need for companies to know their current and potential customers, so that they can offer products and services in accordance with their expectations and needs, which allows for better management of relationships with these customers. Therefore, the objective of this research was to identify which hospitality factors are perceived by customers in restaurants. An adapted hospitality dimension scale model was used. This research has an exploratory character and a quantitative method, with the application of a questionnaire to 352 restaurant patrons. To analyze the results with structural equation modeling, the SMARTPLS 3 software was used. The results showed that hospitality is perceived in situations where special relationships exist; when there is personalization; when they perceive behaviors that come straight from the heart; during a warm welcome and; when comfort is perceived. For this study, all hypotheses were confirmed. This research had limitations due to the homogeneous sample. The same investigation from the host's point of view is recommended, such as the use of in-depth interviews. It is believed that this research can contribute to a better understanding of customers' perception of hospitality based on the concepts of hospitality factors perceived in restaurants. It is hoped that this contribution will be useful for the services market from a new perspective on hospitality.

Key-words: Hospitality; Hospitality Factors; Restaurants.