بررسی تأثیر اصالت رستوران بر ارزیابی مصرف‌کننده از ارزش‌های درک شده از محصول با توجه به نقش میانجی دلبستگی مکانی

محورهای موضوعی : مدیریت بازاریابی

مصیب درویش ¹ (کارشناس ارشد مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)

تاریخ دریافت : 1399/08/28 تاریخ پذیرش : 1400/03/05 تاریخ انتشار : 1400/04/01

کلید واژه: دلبستگی مکانی, ارزش ادراک مصرف‌کننده, رفتار, اصالت رستوران, رضایت مشتری,

چکیده مقاله :

حفظ علاقه مشتری به مراجعه مجدد، در شرایط رقابت تنگاتنگ مسئله مهمی محسوب می‌شود. تمرکز بر نیازهای مشتریان به معنی توجه به کیفیت محصول و ارائه خدمات به مشتریان است و بسیاری از شرکت‌ها که زمانی از تکنولوژی و یا قیمت پایین پیشتاز بودند، اکنون با توجه به کیفیت محصول و ارائه خدمات بهتر به مشتریان رقابت می‌کنند. در همین راستا بعد از معرفی چارچوب کلی تحقیق در فصل اول، داده‌ها از طریق میدانی گردآوری گردید، جامعه آماری پژوهش مصرف‌کنندگان غذاهای رستوران‌های سنتی در شهر یزد می‌باشند. برای جمع‌آوری میدانی پرسش‌نامه‌ای شامل 24 سؤال طراحی و در جامعه آماری تحقیق توزیع گردید. تعداد 804 پرسش‌نامه استاندارد بر اساس جدول مورگان، جمع‌آوری و با بهره‌گیری از فن تی استیودنت در محیط نرم‌افزار LISREL تجزیه و تحلیل گردید. و پایایی پرسش‌نامه با محاصبه ضریب آلفای کرونباخ بررسی و با مقدار 0/931 تأیید گردید. نتایج نشان داد که اعتبار رستوران بیشترین تأثیر مستقیم را بین رضایت و وفاداری مصرف‌کننده دارد و همچنین اعتبار رستوران می‌تواند به متغیرهای مؤثر مربوطه مانند رضایت، تجربه اوج و تناسب سبک زندگی تأثیر بگذارد. به بیان دیگر اعتبار رستوران بر ادراک و رفتار مصرف‌کننده تأثیر می‌گذارد.

چکیده انگلیسی:

Maintaining the customer's interest in re-visiting is an important issue in the face of close competition. Focusing on customer needs means paying attention to product quality and customer service, and many companies that once pioneered technology or low prices are now competing for product quality and better customer service. In this regard, after introducing the general framework of the research in the first chapter, the data were collected through the field. The statistical population of the study is the consumers of traditional restaurants in Yazd. A questionnaire consisting of 24 questions was designed for field collection and distributed in the statistical population of the research. A total of 804 standard questionnaires were collected based on Morgan table and analyzed using T-student fan in LISREL software environment. The reliability of the questionnaire was evaluated by calculating Cronbach's alpha coefficient and was confirmed with a value of 0.931. The results showed that restaurant credibility has the most direct effect between consumer satisfaction and loyalty and also restaurant credibility can affect the relevant effective variables such as satisfaction, peak experience and lifestyle appropriateness. In other words, the reputation of the restaurant affects the perception and behavior of consumers.

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