Summary: The customer is the most important asset of any organization, which is achievable through maximization of two complementary strategies for action: recruitment and retention., However, the resources required to deploy one or another strategy and affect differ on the desirability of putting defensive tactics, or customer retention, compared to more offensive tactics, or customer acquisition. In principle, the investment required to sell to new customers is greater than that required to sell to customers usual. Moreover, socio-economic change, marked by heightened competition generated from the globabilización of the international economy, coupled with an increase in consumer demands, the lowest rates of population growth, maturity of the markets and any legislative changes protecting consumer rights, advise profound changes in corporate governance. Decantarse by customer retention does opt for the formation and strengthening customer loyalty. Get a loyal customer base and to be able to maintain and defend against the actions of competition ensures the survival of the organization in the medium and long term, becoming a sustainable competitive advantage. The work aims to explore the phenomenon of loyalty, approaching their 'variable determinants, moderators and mediators in the service sector, a market in which increases the difficulty of acquiring new customers. In this context, the quality has been presented as an optimal tool for managing loyalty and optimizing resources. Providing excellent service satisfaction and strengthen customer loyalty, increase the likelihood of attracting new customers, and improve economic efficiency of the company, through the reduction of production costs and increased profit margins. From this approach, the views of clients charged exceptional significance, becoming as judges past the effectiveness of service organizations, prevale well, a view essentially subjetivista, whereby the performance of the industries is valora90 ultimately by those who hire and employ the service. Thus, the quality of service is the key to coping with the changing times and we need more in-depth analysis of its conceptualization and measurement. The increase national competitiveness and international forces companies to improve their service for a continuous, flexible and dinamizando a market for services that seeks to anticipate the needs of the application itself. All this seeks to obtain higher levels of quality and satisfaction, can lead to a strong loyalty and support. However, investment in quality can be disappointing if they are not derived from a comprehensive model can accurately reproduce the more complex reality, the relationship between quality, satisfaction and loyalty are subject to a broad range of indole factors that we should respond if cousins the needs of the organizational manager. Our work is part of this broader approach, which tries to incorporate as many nuances as possible to understand the exact role of the perceived quality and satisfaction on customer loyalty. In short, our approach responds to the need to develop models to help understand the reviews from users, and their relationship with the subsequent behavior of the customer. Through the various thematic blocks comprising the theoretical section of the text discusses the most important approaches to the study of the quality, satisfaction and read 8 ltad of cd9 consumer. In a first point is a brief introductory presentation of the topics under study, which focused primarily on its definition and measurement. Then, following a common thread temporary presents three blocks closely linked, the first two collected investigations, in parallel, independent, took place on satisfaction and quality between the years
1960 and 1990, the third block summarizes studies after the confluence of the two concepts in a joint framework for action, primarily oriented to the analysis of the impact on the quality and satisfaction. The fifth section deepens in the same consequences, but it does so by identifying them with the key concept loyalty, a chapter in itself, which reviews the studies carried out to analyze the relationship between quality, satisfaction and loyalty. This package serves to introduce a construct novel in the study of loyalty, involvement of the consumer, a bet of our research group that aims to complement the prediction of fidelity obtained from the classical variables. Finally, a few pages are devoted to the review of the history of our more specific scope: restaurants catering services, it allows you to define precisely the problem and the most pressing gaps that we try to fill with our empirical study. An empirical study that was done by a survey of more than 1600 users of the catering services of Santiago de Compostela and its region. The results themselves are organized in a sequence of increasing complexity, from the most simplistic model of the relationship between quality, satisfaction and loyalty, according to which the quality and satisfaction will automatically translate into a buying behavior repeated until a model more complex and rich, in which the vision relational exchange complements the original vision of satisfaction as sole determinant of behavior purchase loyal. That vision is contained in a relational chapter specific results, valuing their adequacy and relevance before it into the final model of loyalty. Likewise, the quality of service, such as construct more predictive power, is very prominent in our analysis, precisely, the first section seeks to achieve the best outcome measure of construct in the restaurant sector, delimiting its structural composition.
