A strategy to increase lamb meat consumption from a relationship marketing perspective

María Teresa Maza, Keyla Álvarez and Pilar Uldemolins

Economia Agraria y Recursos Naturales, 2024, vol. 24, issue 01

Abstract: [EN] A group of restaurants created a club around a lamb meat product to improve its promotion and achieve customers’ commitment and satisfaction. The objective is to analyse the relationship between the restaurateurs and the final consumer (B2C). A structured questionnaire survey was used to collect the data. Consumers like promotional activities, but their participation is rather low depending on age. From the structural equation model, it was determined that customer satisfaction has a high influence on customer commitment to the establishment; however, promotion and recognition have a very low influence on customer satisfaction and commitment. [ES] Un grupo de restaurantes crearon un club en torno a la carne de cordero para mejorar su promoción, el compromiso y la satisfacción de los clientes. El objetivo es analizar las relaciones entre restauradores y consumidores (B2C). Mediante un cuestionario se ha recogido la información. A los consumidores les gustan las actividades promocionales, pero su participación es baja dependiendo de la edad. Del modelo de ecuaciones estructurales se concluye que la satisfacción de los clientes influye en el compromiso con el establecimiento, sin embargo, la promoción y el reconocimiento tienen una influencia muy baja en la satisfacción y el compromiso.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ags:earnsa:344092

DOI: 10.22004/ag.econ.344092

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