تبیین نیت رفتاری مشتری در بستر جلوه خدمات (موردمطالعه: رستورانهای شهر تهران)
الموضوعات :
حیدر احمدی
1
,
الهه اسدالهی دهکردی
2
,
بطول سلطانزاده
3
1 - دانشگاه خلیج فارس
2 - دانشگاه تهران
3 - دانشگاه تهران
الکلمات المفتاحية: جلوه خدمات, کیفیت درک شده خدمات, عواطف مشتری, نیت رفتاری,
ملخص المقالة :
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.
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