Experiential marketing in slow food restaurants: analysis of the influence in value perception, customer satisfaction and post-purchase intention

• Autores: Mariana Alves Dos Santos
• Directores de la Tesis: Ana Dopico Parada (dir. tes.), Pablo Cabanelas Lorenzo (dir. tes.)
• Lectura: En la Universidade de Vigo ( España ) en 2025
• Idioma: inglés
• Tribunal Calificador de la Tesis: Encarnación González Vázquez (presid.), Alicia Blanco González (secret.), José Luis Ruiz de Alba Robledo (voc.)
• Programa de doctorado: Programa de Doctorado en Análisis Económico y Estrategia Empresarial por la Universidad de A Coruña; la Universidad de Santiago de Compostela y la Universidad de Vigo
• Materias:
  • Ciencias económicas
    • Actividad económica
      • Comercio interior
    • Economía sectorial
• Enlaces
  • Tesis en acceso abierto en: Investigo
• Resumen

  • The restaurants are moving from food provision to customers, to places where visitors can experience new stimulus to increase their satisfaction. This idea is particularly important in Slow Food restaurants, which intend to challenge the quick life we are immersed in. Particularly, this study investigates how experiential marketing influences customers' intention to revisit slow food restaurants, focusing on the relationship between the five strategic experiential modules, experiential value, customer satisfaction, and post-purchase behavior.

    Adopting a quantitative research design, data were collected from 416 customers of Slow Food restaurants in Portugal, a country renowned for its rich gastronomic heritage. Structural Equation Modeling (SEM) was utilized to analyze the data, revealing that most strategic experiential modules particularly sense, feel, act, and relate experiences positively impact at least one dimension of experiential value. Additionally, the findings show that experiential value significantly influences customer satisfaction, which in turn drives favorable post-purchase behaviors, including the intention to revisit. This research highlights the crucial role of experiential marketing in enriching dining experiences and fostering consumer loyalty. While experiential marketing has been widely studied within the broader restaurant industry, its application within the context of Slow Food restaurants remains relatively unexplored, making this study a valuable contribution to the field. Practical implications include providing restaurant managers with actionable insights to implement experiential marketing strategies that align with the core values of Slow Food, such as sustainability, biodiversity preservation, and the celebration of traditional culinary heritage.