تحلیل اثرات محرک‌های رستورانی بر رضایت مشتری و وفاداری به برند با تأکید بر نقش تعدیلگر اعتماد اجتماعی (مطالعه موردی: رستوران‌های زنجیره‌ای زاگرس استان کرمانشاه)

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

استادیارگروه مدیریت دولتی، دانشگاه پیام نور، تهران، ایران.

10.22034/cbsj.2024.63230

چکیده

هدف از این پژوهش تحلیل اثرات محرک‌های رستورانی بر رضایت مشتری و وفاداری به برند با تأکید بر نقش تعدیلگر اعتماد اجتماعی می‌باشد.پژوهش حاضر از نظر هدف کاربردی و از نظر ماهیت و روش، توصیفی - پیمایشی است. جامعه آماری پژوهش حاضر را کلیه مشتریان رستوران‌های زنجیره‌ای زاگرس استان کرمانشاه تشکیل می‌دهند و به دلیل اینکه جامعه آماری نامشخص می‌باشد، حجم نمونه بر اساس جدول مورگان 384 نفر به شیوه غیراحتمالی به دست آمد. ابزار گردآوری داده‏ها، پرسش‌نامه‌های استانداردی است که در این زمینه وجود دارند. روایی و پایایی پرسش‌نامه‌ها نیز حاکی از آن هستند که ابزارهای اندازه‏گیری از روایی و پایایی (711/0، 776/0، 000/1، 798/0) خوبی برخوردار هستند. نتایج حاصل از آزمون فرضیات توسط نرم‌افزار SMART-PLS و با استفاده از آماره آزمون t و ضرایب مسیر (β)، نشان داد که اثرات ترکیبی پیش‌آیندها بر رضایت مشتری، تأثیر متوسط، مستقیم و معنی‌دار، رضایت مشتری بر وفاداری به برند تأثیر متوسط، مستقیم و معنی‌دار، و در نهایت اعتماد اجتماعی در تأثیر گذاری رضایت مشتری بر وفاداری به برند نقش تعدیل‌گر را ایفا می‌کند. با وجود مدل طراحی می‌توان انتظار داشت که رستوران مذکور بتواند به منظور پیشبرد اهداف خود بتواند رضایت مشتریانش را بالا برده تا حس وفادار بودن به برند رستوران را از این طریق نیز بگستراند. البته بدین منظور بایستی بتواند پیش‌آیندهای این کار را نیز در نظر بگیرند، و اگر نتوانند چنین شرایطی را ایجاد کنند نه تنها باعث کاهش اعتماد اجتماعی رستوران خواهند شد بلکه به رضایت مشتری و وفاداری مشتریانش، ضربه بدی خواهند زد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Restaurant Stimuli on Customer Satisfaction and Brand Loyalty, with emphasis on the moderating role of Social Trust (Case study; Zagros chain restaurants in Kermanshah province)

نویسندگان [English]

  • Peyman Akbari
  • Kamran Nazari
Assistant Professor, Department of Public Management, Payame Noor University, Tehran, Iran.
چکیده [English]

The purpose of this research is to investigate the Effects Restaurant stimuli on Customer Satisfaction and Brand Loyalty, with emphasis on the moderating role of Social Trust. The statistical population of the present study consists of all the customers of Zagros chain restaurants in Kermanshah province, and due to the unlimited sample size, 384 people were obtained by non-probability method based on Morgan's table. The data collection tool is the governor's questionnaires that exist in this field. The validity and reliability of the questionnaires also indicate that the measurement tools have good validity and reliability (0.711, 0.776, 1.000, 0.798). The results of hypothesis testing by SMART-PLS software and using t-test statistics and path coefficients (β) showed that Combined Effects of Drivers on customer satisfaction have a medium, direct and significant effect, Customer satisfaction has a medium, direct and significant effect on brand loyalty, In the end, social trust plays a moderating role in influencing customer satisfaction on brand loyalty. With the design model, it can be expected that the mentioned restaurant will be able to increase the satisfaction of its customers in order to advance its goals in order to spread the sense of loyalty to the restaurant brand in this way as well, Of course, for this purpose, they should be able to consider the Restaurant stimuli and if they cannot create such conditions, they will not only reduce the social trust of the restaurant, but will also give a bad blow to the customer satisfaction and customer loyalty.

کلیدواژه‌ها [English]

  • Restaurant stimuli
  • Customer Satisfaction
  • Brand Loyalty
  • Social Trust
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