Los restaurantes temáticos son establecimientos que permiten que los clientes puedan experimentar distintas emociones, sentimientos, pensamientos y acciones. Desde la perspectiva de la satisfacción, la variable del marketing experiencial tiene una gran influencia en los consumidores. Puesto que debido a los cinco elementos que tiñen: relevancia, sentidos, emociones, pensamiento y acción, permite diferenciarse un restaurante del otro. Por lo tanto, esta investigación tiene como objetivo analizar cuál de los elementos tiene mayor influencia en la satisfacción de los consumidores. Esta investigación se caracteriza por ser descriptivo cuantitativo y se utilizó un cuestionario con una escala Likert de siete puntos. Para recopilar los datos se utilizó Google Docs en el mes de abril y mayo de 2020. / Themed restaurants are able to allow customers to experience different emotions, feelings, thoughts and actions. From the perspective of satisfaction, the variable of experiential marketing has a great influence on consumers. Since it is due to the five elements that stain: relevance, senses, emotions, thought and action, it makes it possible to differentiate one restaurant from the other. Therefore, this research aims to analyze the elements of the elements that have the greatest influence on consumer satisfaction. This research is characterized by being descriptive quantitative and it is considered a questionnaire with a seven-point Likert scale. To collect the data, consult Google Docs in April and May 2020. / Trabajo de investigación

The hospitality industry has focused on increasing customer satisfaction by offering services that are generally described as flawless, courteous, and friendly. Dick's Last Resort restaurants, however, are distinguished by intentionally staged erroneous, obnoxious, and rude services that nevertheless provide a unique experience for customers. This unconventional service theme might work for some customers but not for others. This study focuses on exploring the factors that lead to customer satisfaction and dissatisfaction at Dick's Last Resort restaurants. In addition, customer satisfaction levels are examined according to gender and location. Using the modified critical incident technique, 518 online reviews were analyzed through a categorization process. The results of this study suggested that "overall theme experience" and "employee performance" are the most important factors in determining customer satisfaction and dissatisfaction. However, the findings suggest that there is no satisfaction rate difference by customers' gender and restaurant's location. The study's limitations and managerial implications for future research are discussed.

El marketing experiencial ha sido y sigue siendo importante para que las marcas logren que los clientes vivan experiencias inigualables. Por ello, estas se preocupan cada día en implementar este tipo de estrategias en sus procesos y, de esa manera, los consumidores vivan experiencias en torno a los servicios y productos; con el objetivo de crear relaciones duraderas y vínculos emocionales entre marcas y clientes. De esta manera, las marcas que, hoy en día, se encuentran en la vanguardia de la implementación del marketing experiencial, son los restaurantes temáticos (cine, deporte, música, entre otros). Debido a que, se caracterizan por “trasladar” al cliente a otro espacio, a diferencia de un restaurante tradicional, gracias al servicio personalizado que brindan, y al tema y concepto que eligen poseer. En tal sentido, el presente estudio, engloba al marketing experiencial dentro de los restaurantes con temática de cine, en base a los elementos atmosféricos y calidad del servicio. Los cuales, han sido considerados como factores para determinar la satisfacción del cliente. Para el desarrollo, se han aplicado técnicas cuantitativas y cualitativas, las cuales han sido un gran apoyo para lograr los resultados del presente estudio. / Experiential marketing has been and continues to be important for brands to achieve that customers live unique experiences. For this reason, they are concerned every day to implement this type of strategies in their processes and, in this way, consumers live experiences around services and products; with the aim of creating lasting relationships and emotional ties between brands and customers. In this way, the brands that, today, are at the forefront of the implementation of experiential marketing, are the theme restaurants (cinema, sports, music, among others). Because they are characterized by “moving” the client to another space, unlike a traditional restaurant, thanks to the personalized service they provide, and the theme and concept they choose to possess. In this sense, this study encompasses experiential marketing within cinema-themed restaurants, based on atmospheric elements and quality of service. Which have been considered as factors to determine customer satisfaction. For development, quantitative and qualitative techniques have been applied, which have been a great support in achieving the results of this study. / Trabajo de investigación