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Análisis de la satisfacción máxima del consumidor en establecimientos de alimentación: la influencia del folleto publicitario

Author

Listed:
  • Martínez Ruiz, María Pilar
  • Jiménez Zarco, Ana Isabel
  • Izquierdo Yusta, Alicia

Abstract

[ES] Partiendo de la consideración inicial de aquellos atributos del establecimiento comercial que la literatura de marketing ha identificado como fundamentales para que los distribuidores minoristas de alimentación puedan llevar a cabo sus estrategias de diferenciación, este trabajo identifica los principales factores que subyacen a dichos atributos. Todo ello, con objeto de comprender cuáles de estos factores ejercen una mayor influencia sobre el nivel más elevado de satisfacción del consumidor.

Suggested Citation

  • Martínez Ruiz, María Pilar & Jiménez Zarco, Ana Isabel & Izquierdo Yusta, Alicia, 2010. "Análisis de la satisfacción máxima del consumidor en establecimientos de alimentación: la influencia del folleto publicitario," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
  • Handle: RePEc:ehu:cuader:7762
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    Keywords

    nivel de satisfacción máximo del consumidor; establecimientos de alimentación; folleto publicitario; maximum customer satisfaction; grocery stores; feature advertising;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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