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اثر کیفیت ادراک شده، دلزدگی و رضایت بر قصد تغییر برند (مطالعۀ موردی: رستورانهای ایتالیایی شهر تهران) | ||
| مدیریت بازرگانی | ||
| مقاله 5، دوره 8، شماره 3، 1395، صفحه 549-568 اصل مقاله (393.07 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2016.60627 | ||
| نویسندگان | ||
| زهره دهدشتی شاهرخ1؛ انوشه حاجی نوروزی* 2 | ||
| 1دانشیار مدیریت بازرگانی، دانشکدۀ مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران | ||
| 2کارشناسارشد مدیریت بازرگانی، گرایش بازاریابی، دانشگاه علامه طباطبائی، تهران، ایران | ||
| چکیده | ||
| حفظ علاقۀ مشتری به مراجعۀ مجدد، در شرایط رقابت تنگاتنگ رستورانهای ایتالیایی، مسئلۀ مهمی محسوب میشود. شناسایی دلایلی که سبب ایجاد قصد تغییر در مشتریان میشود، میتواند برنامههای بازاریابی رستوران را هدایت کند. بدین‌منظور اهداف پژوهش حاضر، بررسی اثر کیفیت ادراک‌شده، دلزدگی و رضایت بر قصد تغییر برند و بررسی اثر تعدیلکنندگی سطح درگیری در رابطۀ رضایت و قصد تغییر برند در نظر گرفته شده است. روش تحقیق، توصیفی‌ـ پیمایشی است. تحقیق روی مشتریانی که در ماه گذشته بیش از یک بار به رستوران ایتالیایی خاصی مراجعه کرده بودند، انجام شده است. نمونهگیری به‌روش خوشهای بوده و 391 پرسشنامه تکمیل شده است. فرضیات مستقیم از طریق آزمون معادلات ساختاری و فرضیۀ تعدیلگر از طریق ساخت متغیر تعاملی بررسی شدند. نتایج نشان داد کیفیت ادراک‌شده بر قصد تغییر برند اثر ندارد؛ اما اثری منفی بر دلزدگی و اثری مثبت بر رضایت میگذارد. دلزدگی و رضایت به‌ترتیب اثر مثبت و منفی معنادار بر قصد تغییر برند دارند. سطح درگیری نیز، اثر رضایت روی قصد تغییر برند را به‌صورت منفی تعدیل می‌کند. | ||
| کلیدواژه‌ها | ||
| دلزدگی؛ رضایت مشتری؛ صنعت رستوران؛ قصد تغییر برند؛ کیفیت ادراک شده | ||
| عنوان مقاله [English] | ||
| The Effect of Consumer’s Perceived Quality, Satiation and Satisfaction on Switching Intention (Case under study: Italian Restaurants in Tehran) | ||
| نویسندگان [English] | ||
| Zohreh Dehdashti Shahrokh1؛ Anooshe Hajinoroozi2 | ||
| 2Operational Manager/ Benita.ir | ||
| چکیده [English] | ||
| Maintaining customer interest to repurchase is an important issue in today's competitive market of Italian restaurants in Tehran. Therefore, determining the reasons that caused switching intention in customers, can be leading to arrange marketing purposes. So this research intends to evaluate effect of perceived quality, satiation and satisfaction on switching intention and to examine moderating role of involvement in relationship of satisfaction and switching intention. This study defined the population as all Italian restaurant customers who dined more than one time at a specific restaurant of Tehran in past month. Cluster random sampling was used and 391 questionnaires were collected. SEM was used for testing the direct assumptions and Interactive variable for moderating one. The results showed that perceived quality hasn’t considerable effect on switching intention; But has a negative effect on satiation and positive effect on satisfaction. Satiation and satisfaction have positive and negative impact on switching intention, respectively. Furthermore, involvement moderates the effect of satisfaction on switching, in a negative way. | ||
| کلیدواژه‌ها [English] | ||
| Consumer's Satisfaction, Perceived Quality, Restaurant Industry, Satiation, Switching Intention | ||
| مراجع | ||
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