The Quality of the Service, Superior Value Generator in the Restaurant Sector

BELTRAMINO, NICOLAS

International Journal of Marketing Studies

Canadian Center of Science and Education

Lugar: Montreal; Año: 2019 vol. 11 p. 87 - 87

he purpose of this study is to analyze the effects of quality service on the image and the reputation obtained inrestaurants. We also analyze the effect that the business image has on the reputation of restaurants. Finally, wewant to discover the mediation effect of the image between the quality service and the reputation of the restaurants.This research is based on a sample of 202 consumers of five restaurants (franchise type) in the city of GuaymasSonora, Mexico. The data collection was conducted during the months of March to June 2016. The estimates of therelationships (hypothesis) have been tested through the System of Structural Equations based on the variance withthe Partial Least Squares technique. The results show that quality in the service has a strong influence on the imageof restaurants. In addition, we found that the image of the business significantly influences the reputation ofrestaurants. However, the service quality does not have significant effects on business reput