تبیین نیت رفتاری مشتری در بستر جلوه خدمات (موردمطالعه: رستورانهای شهر تهران)
محورهای موضوعی :
حیدر احمدی
1
,
الهه اسدالهی دهکردی
2
,
بطول سلطانزاده
3
1 - دانشگاه خلیج فارس
2 - دانشگاه تهران
3 - دانشگاه تهران
کلید واژه: جلوه خدمات, کیفیت درک شده خدمات, عواطف مشتری, نیت رفتاری,
چکیده مقاله :
یکی از عناصر مهم در حوزه بازاریابی، نیت رفتاری مشتری است که تصمیمات آتی وی در زمینه خرید مجدد و تبلیغات دهانبهدهان را تحت تأثیر خود قرار میدهد. اگر بتوان سهم بزرگی از عوامل مؤثر بر نیت رفتاری مشتری را پیشبینی و شناسایی نمود، قاعدتاً برنامههای راهبردی مؤثرتری در راستای جذب و حفظ مشتری طراحی میشوند. بر همین اساس، هدف اصلی این پژوهش، تبیین نیت رفتاری مشتری از طریق متغیرهای جلوه خدمات، عواطف مشتری و کیفیت درک شده خدمات است. روش: سطح تحلیل در این پژوهش، رستورانها هستند حجم نمونه لازم جهت اجرایی نمودن تحقیق، بر اساس حجم اثر و توان آزمون، 157 به دست آمد. بنابراین 157 رستوران در سطح شهر تهران بهصورت تصادفی انتخابشده، حداقل پنج پرسشنامه بین مشتریان هر رستوران توزیع گردیده و دادههای جمعآوریشده از طریق نرمافزار اسمارت پی ال اس مورد تحلیل قرارگرفتند. یافتهها: در نتیجه پژوهش انجام شده، اثر مثبت متغیرهای جلوه خدمات، عواطف مشتری و کیفیت درک شده خدمات بر متغیر نیت رفتاری، تائید گردید. نتیجهگیری: معماری و طراحی داخلی رستوران و همچنین انتقال احساس راحتی به مشتریان میتواند ذهن تجربی آنها را تسخیر نموده و سبب ایجاد تجارب کیفی متفاوت شود. همچنین جلب عواطف مثبت مشتریان گام مهمی در جهت وفادارسازی آنهاست.
One of the important elements in marketing is customer’s behavioral intention which affects his/her future decisions regarding repurchase and mouth to mouth advertisement. If a large share of factors affecting customer behavior can be predicted and identified, more effective strategic plans are designed to attract and retain customers. The main problem of this research is to explain the customer’s behavior intent through variables of servicescape, customer’s emotions and the perceived quality of service. Restaurants are the analysis level in this research. The population of required sample to implement the research according to the Effect Size and Test Power was obtained as 157. Therefore, 157 restaurants in Tehran were selected randomly; at least five questionnaires were distributed among the customers of each restaurant and the data collected through Smart PLS software were analyzed. the positive impact of the variables named servicescape, customer’s emotions and the perceived quality of service on the variable of behavioral intent was supported. Moreover, it was proved that the variable of customer’s emotions can mediate the relation between servicescape and behavioral intention.The architecture and interior design of the restaurant, as well as the transfer of a sense of comfort to customers, can capture their experimental minds and create different quality experiences and the image of the type and quality of restaurant services in the minds of customers has a significant impact on their choice to return to the restaurant, or their word of mouth
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