Investing the Impact of restaurant authenticity on consumer's evaluation of perceived values of product with regard to moderating role of place attachment

Subject Areas : Jounal of Marketing Management

mosayeb darvish ¹ ( Master of Business Administration, Yazd Branch, Islamic Azad University, Yazd, Iran )

Received: 2020-11-18 Accepted : 2021-05-26 Published : 2021-06-22

Keywords: Place attachment, Customer Satisfaction, BEHAVIOR, Consumer perception, Restaurant authenticity,

Abstract :

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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