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O impacto do marketing sensorial e do ambiente no comportamento do consumidor em restaurantes de classe média/alta
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A presente dissertação analisa o impacto do marketing sensorial e do ambiente físico e social no comportamento do consumidor em restaurantes de classe média-alta em Portugal. Embora a qualidade da comida se mantenha fundamental para a satisfação do cliente, reconhece-se que as experiências gastronómicas vão além do paladar e resultam de uma interação complexa de fatores multissensoriais e atmosféricos. Recorrendo a uma abordagem metodológica mista, a investigação combinou entrevistas semiestruturadas com chefs e consumidores frequentes, bem como um inquérito online respondido por 504 pessoas. Este desenho metodológico possibilitou a integração de perspetivas qualitativas com dados quantitativos sujeitos a análise estatística, assegurando simultaneamente a profundidade e a amplitude de interpretação. Os resultados mostraram que o paladar foi o principal fator na intenção de regressar a um restaurante (97,2%). Porém, o serviço (86,3%) e o ambiente (75,2%) mostraram-se igualmente críticos, confirmando que a fidelização do consumidor resulta da interação de múltiplos estímulos interdependentes. Entre os sentidos, a visão demonstrou-se decisiva não apenas na estética do espaço, mas também no empratamento, enquanto o olfato emergiu como um fator subestimado, mas influente, no apetite e na regulação do humor. Já os estímulos auditivos, como a música ambiente e a acústica, moldaram significativamente a perceção de conforto e a frequência das visitas. Do ponto de vista académico, o estudo fornece evidência empírica para o campo do marketing sensorial, sublinhando a importância da integração multissensorial nas experiências e na lealdade do consumidor. Em termos práticos, oferece recomendações implementáveis para os restaurantes, atestando que a diferenciação competitiva assenta não apenas na qualidade culinária, mas também na combinação cuidada dos elementos sensoriais e ambientais.
This dissertation examines the impact of sensory marketing and the physical and social environment on consumer behavior in mid-high-end restaurants in Portugal. While food quality remains essential to customer satisfaction, the study acknowledges that gastronomic experiences extend beyond taste and stem from a complex interaction of multisensory and atmospheric factors. Adopting a mixed-methods approach, the research combined semi-structured interviews with chefs and frequent consumers, as well as a large-scale online survey completed by 504 participants. This methodological design enabled the integration of qualitative insights with quantitative data subject to statistical analysis, thereby ensuring both depth and breadth of interpretation. Findings indicate that taste, as the primary driver of satisfaction, was the main determinant of return intention (97.2%). However, service (86.3%) and atmosphere (75.2%) emerged as equally critical, confirming that consumer loyalty results from the interplay of multiple interdependent stimuli. Among the senses, vision proved decisive not only in terms of spatial aesthetics but also in plating, while olfaction was identified as an underestimated yet influential factor in appetite and mood regulation. Auditory cues, such as background music and acoustic isolation, significantly shaped perceptions of comfort and frequency of visits. Academically, the study provides empirical evidence to the field of sensory marketing, underscoring the importance of multisensory integration in consumer experiences and loyalty. Practically, it offers actionable recommendations for restaurants, demonstrating that competitive differentiation relies not only on culinary quality but also on the careful combination of sensory and environmental elements.
This dissertation examines the impact of sensory marketing and the physical and social environment on consumer behavior in mid-high-end restaurants in Portugal. While food quality remains essential to customer satisfaction, the study acknowledges that gastronomic experiences extend beyond taste and stem from a complex interaction of multisensory and atmospheric factors. Adopting a mixed-methods approach, the research combined semi-structured interviews with chefs and frequent consumers, as well as a large-scale online survey completed by 504 participants. This methodological design enabled the integration of qualitative insights with quantitative data subject to statistical analysis, thereby ensuring both depth and breadth of interpretation. Findings indicate that taste, as the primary driver of satisfaction, was the main determinant of return intention (97.2%). However, service (86.3%) and atmosphere (75.2%) emerged as equally critical, confirming that consumer loyalty results from the interplay of multiple interdependent stimuli. Among the senses, vision proved decisive not only in terms of spatial aesthetics but also in plating, while olfaction was identified as an underestimated yet influential factor in appetite and mood regulation. Auditory cues, such as background music and acoustic isolation, significantly shaped perceptions of comfort and frequency of visits. Academically, the study provides empirical evidence to the field of sensory marketing, underscoring the importance of multisensory integration in consumer experiences and loyalty. Practically, it offers actionable recommendations for restaurants, demonstrating that competitive differentiation relies not only on culinary quality but also on the careful combination of sensory and environmental elements.
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Marketing sensorial Comportamento do consumidor Gastronomia Atmosfera do restaurante Experiência multissensorial Portugal Sensory marketing Consumer behavior Gastronomy Restaurant atmosphere Multisensory experience
Contexto Educativo
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Licença CC
Sem licença CC