The Quality of the Service, Superior Value Generator in the Restaurant Sector

The purpose of this study is to analyze the effects of quality service on the image and the reputation obtained in restaurants. We also analyze the effect that the business image has on the reputation of restaurants. Finally, we want to discover the mediation effect of the image between the quality service and the reputation of the restaurants. This research is based on a sample of 202 consumers of five restaurants (franchise type) in the city of Guaymas Sonora, Mexico. The data collection was conducted during the months of March to June 2016. The estimates of the relationships (hypothesis) have been tested through the System of Structural Equations based on the variance with the Partial Least Squares technique. The results show that quality in the service has a strong influence on the image of restaurants. In addition, we found that the image of the business significantly influences the reputation of restaurants. However, the service quality does not have significant effects on business reputation. We have also found that the business image is a variable that contributes to a greater significant effect between business reputation and service quality. Research contributes to the development of the literature on consumer behavior and service marketing.