نوع مقاله : مقاله پژوهشی
نویسنده
استادیار مدیریت، گروه مدیریت و اقتصاد، دانشکده علوم انسانی و اجتماعی، دانشگاه گلستان، گرگان، ایران.
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسنده [English]
This research was conducted in an applied and descriptive-correlational manner to examine the relationships between variables, with data analyzed using structural equation modeling. The statistical population included customers of Akbar Joojeh chain restaurants in Mazandaran, and a non-random sampling method along with Cochran's formula was used to select 384 customers. Out of the 450 distributed questionnaires, 384 were usable. The data were collected through fieldwork and a questionnaire, and variables such as relational benefits, customer satisfaction, customer trust, and customer lifetime value were measured using valid questionnaires.The study examined the positive and significant impact of relational benefits on customer satisfaction and trust, and the role of these factors in increasing customer lifetime value in the restaurant industry. The first and second hypotheses identified the positive and significant impact of assurance benefits on customer satisfaction and trust. The third and fourth hypotheses showed the positive and significant impact of social benefits on satisfaction and trust. The fifth and sixth hypotheses addressed the positive and significant impact of special benefits, such as unique services, on satisfaction and trust. Additionally, the seventh and eighth hypotheses emphasized the positive and significant impact of satisfaction and trust on customer lifetime value.This research demonstrated that relational benefits in the restaurant industry have a positive and significant impact on customer satisfaction and trust, which in turn leads to an increase in customer lifetime value. To reinforce these factors, restaurants should improve the quality and consistency of their services, create opportunities for social interaction among customers, offer special and unique benefits, and provide a reliable experience. Furthermore, monitoring and analyzing customer feedback can help identify strengths and weaknesses and contribute to the continuous improvement of services.
کلیدواژهها [English]
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