1عضو هیئت علی گروه مدیریت دانشگاه فردوسی دانشگاه مشهد
2دانشجوی کارشناسی ارشد مدیریت دانشگاه فردوسی مشهد
3دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه فردوسی مشهد
چکیده
امروزه با افزایش چشمگیر رقابت در صنعت رستوران‌داری، موفقیت در این حوزه به سادگی امکان پذیر نیست، چرا که به جرأت می‌توان گفت مردم معمولاً فقط برای صرف غذا به رستوران نمی‌روند؛ بلکه خواستار خدمات عالی و محیط غذاخوری خوشایند نیز هستند. مفهوم جو رستوران یکی از مهم‌ترین عوامل جذب و حفظ مشتری درحوزه رستوران‌داری است که در ایران کمتر مورد توجه قرار گرفته است. بنابراین در این تحقیق ابتدا پنج بعد حاکم بر جو رستوران مطرح می‌شود و سپس تأثیر این ابعاد بر رضایت و نیات رفتاری مشتریان مورد بررسی قرار گرفت. بدین منظور این پژوهش به بررسی تأثیر جو رستوران بر رضایت و نیات رفتاری مشتریان می‌پردازد. داده‌ها از بین 198 نفر از مشتریان رستوران‌های سطح متوسط و بالای شهر مشهد جمع‌آوری شد. مطالعه حاضر از نظر هدف کاربردی و از نظر روش، پیمایشی-علی است. جهت تجزیه وتحلیل داده‌ها و تأیید مدل از روش معادلات ساختاری و تحلیل عاملی تأییدی استفاده شده است. نتایج نشان داد که جو رستوران تأثیر قابل توجهی بر رضایت مشتریان و همچنین نیات رفتاری آن‌ها دارد و رضایت مشتریان از رستوران نیز به نوبه خود تأثیر قابل توجهی بر نیات رفتاری می‌گذارد و همچنین اثر جو رستوران بر نیت رفتاری با میانجی‌گری متغیر رضایت افزایش یافته است.
Investigating the impact of restaurant atmospherics on satisfaction and behavioral intentions of customers
نویسندگان [English]
A. Shirazi1؛ M. Malek2؛ F. Basiri nejad3؛ P. Radpour3
چکیده [English]
Today, with the significant increase in competition in restaurant industry, success is not simply possible in this field, because we can arguably say that people usually don’t go to the restaurants just for eating, but also they want an excellent service, a pleasant and satisfying dining environment. concept of restaurant atmosphere is one of the most important aspects of attracting and retaining customers in the restaurant industry, unfortunately in our country, Iran, it has received little attention. Therefore, in this research, first we study five dimensions in the restaurant atmospherics and then we examine the effect of these dimensions on customer satisfaction and behavioral intentions. So the purpose of this study is to evaluate the impact of restaurant atmospherics on satisfaction and behavioral intentions of customers. The data was collected through the middle and upper level restaurant customers in Mashhad. The present study is a descriptive survey in terms of method & applied research in terms of purpose. In order to analysis data and validate the model, structural equation modeling and confirmatory factor analysis were applied. The result shows that restaurant’s atmosphere has a significant impact on customer satisfaction and their behavioral intentions, moreover, customer satisfaction itself has a significant effect on behavioral intentions. It was also discovered that, the impact of restaurant atmosphere on behavioral intention increased via satisfaction, mediating variable.
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