Resumen

ALMEIDA, Alana Nunes de et al. Evaluation of customer consumption experience on a fast food network: a strategy for customer loyalty. Motri. [online]. 2018, vol.14, n.1, pp.91-95. ISSN 1646-107X.

Consumers have been more attentive and aware when acquiring a product, demanding quality in all aspects. Conquering the customer is no longer simply offering a quality product at a more affordable price than the competition. Loyalty is related to all the perspectives that fall into the consumer experience, from the moment of reception to the completion of the service. In view of this context, the objective of this study was to evaluate the customer consumption experience in a fastfood network in Fortaleza, Ceará, and to identify actions and strategies for customer loyalty. It was a quantitative and qualitative study, carried out through a satisfaction survey, in a Fastfood network in Fortaleza, Ceará, from September 2016 to May 2017. From the analyzed data it was possible to identify the great changes obtained in the service sector, largely imposed by the new profile of customers. Thus, from the surveys, suggestions were made for strategic actions for the company with the purpose of creating means and instruments to assist in possible improvements that will enable the customer loyalty.

Palabras clave : fast food; loyalty and customer retention; search for satisfaction.

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