Spanish Air-Cured Ham with Protected Designation of Origin (PDO)

In this paper, we examine the relationship between the perceived quality of a food product with Protected Designation of Origin (PDO), and consumer satisfaction and loyalty. With this objective in mind, we distinguish between perceived quality in terms of intrinsic and extrinsic attributes. The methodology applied uses models based on structural equations. Our results show that perceived quality has a clear influence on both satisfaction and loyalty, if it is measured applying a differentiated approach via intrinsic and extrinsic attributes. In contrast, where perceived quality is measured using a global model, it is the extrinsic attributes that motivate consumer satisfaction and loyalty in buying the product in question.