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Vol.12, No.2, May 2023. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Consumer Behavior and Factors that Influence Consumption and Customer Satisfaction
Viviana Alexandra Sacoto Castillo, Juan Antonio Jimber Del Río
© 2023 Viviana Alexandra Sacoto Castillo, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 12, Issue 2, Pages 820-831, ISSN 2217-8309, DOI: 10.18421/TEM122-27, May 2023.
Received: 30 December 2022. Revised: 14 April 2023.
Abstract:
The factors that influence purchasing behaviors and decisions are important to align customer-focused strategies that allow the development of local and international businesses. This research focuses on coffee shops and A questionnaire was conducted to a sample of 254 consumers from coffee shops representative of the city of Guayaquil with a structural equation model to evaluate 5 hypotheses. The objective was to analyze if there is a positive and significant relationship between the quality, expectations and monetary value with customer satisfaction; and the influence between satisfaction and revisit and recommendation. Research has shown that consumer loyalty depends on satisfaction and through a multigroup analysis the level of intensity of the consumption decision of women compared to men was measured.
Keywords –Quality, expectations, recommend, behavioral economics, attributes, consumers, preferences. |
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