Análise das dimensões de hospitalidade em uma rede de restaurantes comerciais no Rio Grande do Norte

Abstract

Nowadays, the fast pace of life has made eating out a necessity, and commercial restaurants a sought-after alternative for their culinary variety. In this competitive scenario, restaurant owners seek strategies to meet customer needs, with the aim of increasing the profitability and visibility of the business. To this end, many invest in the various dimensions of hospitality. The objective of this study was to evaluate customer satisfaction based on the hospitality attributes of a renowned commercial restaurant, located in Natal, Rio Grande do Norte. This is a study with a quantitative approach to data collection. It was configured as a descriptive and exploratory research, using a questionnaire previously administered to customers of the commercial units of a restaurant chain located in the capital of Rio Grande do Norte. The data analyzed came from the responses provided by customers between August

2023 and July 2024, and this study focused on comparing the information between two specific units of the chain. As a result, 22,577 responses were collected, distributed between two units: 13,382 from the restaurant located near the beach and 9,195 from the restaurant located in the shopping mall. The aspects evaluated, such as speed (RP=96.3%; RS=96.9%) in service, friendliness (RP=93.9%; RS=97.3 and willingness of the staff (RP=96.3%; 97.6%) were positive in both restaurants. The visual presentation of the dishes as well as the quality of the drinks received positive evaluations in both units. This study shows that hospitality, especially prompt service, friendliness and willingness of the staff, is essential for customer satisfaction and the success of commercial restaurants.