Bibliographic citations
Quiñones, M., Antezana, J. (2024). Satisfacción, lealtad y experiencia de marca en consumidores Dark kitchen entre 21 y 35 años en el año 2022 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/675922
Quiñones, M., Antezana, J. Satisfacción, lealtad y experiencia de marca en consumidores Dark kitchen entre 21 y 35 años en el año 2022 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/675922
@misc{renati/1299289,
title = "Satisfacción, lealtad y experiencia de marca en consumidores Dark kitchen entre 21 y 35 años en el año 2022",
author = "Antezana Febres, Julio Abraham",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
In 2020, with the emergence of the Covid-19 pandemic, conventional restaurant models had to abruptly close due to the health regulations and policies implemented by the government during a state of emergency. This led to a shift in consumer behavior, as they started making their purchases exclusively through digital platforms. As a result, a significant number of restaurants had to shut down their operations, while others had to modify their business model, adapting it to the already existing model known as Dark kitchen. Although the growth of the restaurant model initially stemmed from the circumstances of the Covid-19 pandemic, even after the pandemic ended, the growth of this type of restaurant has continued in the Peruvian market, becoming an attractive investment alternative for entrepreneurs. Therefore, this research aims to identify the main variables that can determine success. The main objective of this study is to determine if there is a relationship between brand loyalty, customer satisfaction, and brand experience among Dark kitchen consumers aged between 21 and 35 in the year 2022. To carry out this research, a quantitative approach with a correlational scope and a non-experimental cross-sectional design was employed. A questionnaire validated by three experts in the field was used. The results indicated a moderate positive relationship between brand loyalty, customer satisfaction, and consumer loyalty. Therefore, the authors concluded that Dark kitchen consumers, when having a more positive brand experience, are more likely to generate positive customer satisfaction and, consequently, positive brand loyalty."
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