Shopping Experience and Customer Loyalty in Broaster Chicken Restaurants: A Correlational Study in Vinto, Bolivia: Experiencia de compra y fidelización del cliente en restaurantes de pollo broaster:  Un estudio correlacional en Vinto, Bolivia

Blanca Eliana Patzi Flores; Abraham Chichinca Santos; Víctor Hugo Hinojosa Castellón; Alfredo Hinojosa Castellón

doi:10.69128/isr.v3i1.30

Autores/as

Eliana Patzi Flores UNIVERSIDAD ADVENTISTA DE BOLIVIA https://orcid.org/0009-0003-5373-6898
Abraham Chichinca Santos UNIVERSIDAD ADVENTISTA DE BOLIVIA https://orcid.org/0009-0008-5987-7647
Víctor Hugo Hinojosa Castellón UNIVERSIDAD ADVENTISTA DE BOLIVIA https://orcid.org/0009-0009-8280-8532
Alfredo Hinojosa Castellón UNIVERSIDAD SALESIANA DE BOLIVIA https://orcid.org/0009-0009-3047-1069

DOI:

https://doi.org/10.69128/isr.v3i1.30

Palabras clave:

Shopping experience, Customer loyalty, Food service industry, Consumer behavior

Resumen

This study aimed to determine the relationship between shopping experience factors and customer loyalty in broaster chicken restaurants in the municipality of Vinto, Bolivia, during the 2025 fiscal year. Using a quantitative approach with a correlational scope and a non-experimental cross-sectional design, a structured survey was administered to a probabilistic sample of 382 participants.

Data were processed using SPSS v.21 software, applying Spearman’s rho coefficient for hypothesis testing. The results revealed a moderate positive correlation (r_s = 0.450; p < 0.01) between the two constructs, confirming a statistically significant relationship in which the overall service experience acts as a predictor of customer loyalty. However, a critical gap was identified: 63.9% of respondents perceived a medium-level experience, while 54.5% exhibited low loyalty. Customer service (r_s = 0.505) and perceived value (r_s = 0.511) were identified as the most influential factors, whereas current loyalty programs showed no significant impact.

It is concluded that, in order to ensure competitive sustainability, firms in this sector must move beyond transactional satisfaction by redesigning personalized loyalty strategies and improving operational efficiency.

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