Consumer satisfaction: A key factor of consumer loyalty and buying intention of a PDO food product: A key factor of consumer loyalty and buying intention of a PDO food product

The purpose of this paper is to analyze the relationship between satisfaction, loyalty and buying intention as perceived by Spanish consumers. The food product object of analysis is the “Olive Oil from Bajo Aragon” with protected designation of origin (PDO).
Firstly, scale development was based on the review of the most relevant literature regarding food marketing and agribusiness. Then, to adapt the scales to the specific context of analysis, in-depth interviews to a small sample of consumers were conducted, and the information contained in the preliminary scales was also judged by a group of experts in the food sector. After that, data were collected through a structured questionnaire, where the consumer was asked to indicate his/her level of agreement or disagreement with a series of statements based on a seven-point Likert scale.