بررسی ویژگی‌های مبلمان مؤثر در ایجاد وفاداری مراجعین به رستوران

ملکی پور, هلیانه; شادمهری, نیلوفر

بررسی ویژگی‌های مبلمان مؤثر در ایجاد وفاداری مراجعین به رستوران

نویسندگان

¹ کارشناس ارشد طراحی صنعتی، دانشکده هنرهای کاربردی، دانشگاه هنر، تهران، ایران

² استادیار، طراحی صنعتی، دانشکده هنرهای کاربردی دانشگاه هنر، تهران، ایران

چکیده

مراجعه به رستوران‌ها نسبت به گذشته افزایش چشمگیری داشته و به تبع آن تعداد رستوران‌ها نیز افزایش قابل توجهی پیدا کرده است. به همین دلیل جذب مشتری و تبدیل آنها به مشتری‌های وفادار برای رستوران‌دارها از اهمیت زیادی برخوردار است. هدف پژوهش حاضر، رسیدن به ویژگی‌های مبلمانی است که در فضاسازی رستوران مورد استفاده قرار گیرد و بتواند در ایجاد دلبستگی نسبت به رستوران نقش جدی ایفا کند، به نحوی که در مشتریان برای مراجعات بعدی ایجاد وفاداری نماید. در این پژوهش که یک پژوهش کاربردی و کیفی است، روایی و پایایی ابزار پیمایش توسط روش بازآزمایی و آلفای کرونباخ سنجیده شده و یافته‌ها با نرم‌افزار spss22 تحلیل شدند. با استفاده از ابزار مصاحبه و پرسشنامه 45 نفر از افرادی که بیش از دو بار در ماه به رستوران می‌روند، 10 نفر از کارکنان رستوران که بر رفتار مشتریان تسلط داشتند و 50 ساعت-نفر رفتارنگاری مراجعین به رستوران در دو منطقه شمال و شمال غرب تهران و مطالعه بر روی مسیرهای حرکتی آنها انجام گرفت. نتایج حاصله نشان داد، برای حصول هدف، لازم است مبلمان دارای 12 ویژگی باشد که می‌توان آنها را در سه گروه: وجود شرایط راحت و آرام‌بخش، امکان برقراری ارتباط با یکدیگر و ایجاد داستان‌هایی با تم عاطفی بین مراجعین و فضای رستوران، دسته‌بندی نمود. (05/0>p)

کلیدواژه‌ها

رضایت مشتری / روایت‌گری/مبلمان رستوران/وفاداری مشتری

20.1001.1.26767562.1398.17.97.1.1

عنوان مقاله [English]

Investigating the Attributes of Effective Furniture in Creating Customer Loyalty to the Restaurant

نویسندگان [English]

Helianeh Malekipour ¹
Niloofar Shadmehri ²

¹ Industrial design ddepartment, University of Art

² Industrial design department, University of Art

چکیده [English]

The visit to restaurants has grown significantly over the past. As a result, the number of restaurants has also increased significantly. For this reason, attracting customers and turning them into loyal customers for restaurant owners is very important. Restaurants use a variety of ways to build loyalty to visitors, including services and food quality. Diversity and plenty of restaurants, Reveals the need for strategies to increase clients for their managers. To compete in this market, it is necessary to pay attention to the other factors than just food quality, likes environmental design of the restaurant and restaurant’s atmosphere. The studies were conducted in this qualitative applied research, with the aim of investigating the factors creating loyalty in customers for frequent recourse to a restaurant. The validity and reliability of the survey were measured by intra-rater reliability and Cronbach’s Alpha coefficient and the data was analyzed with SPSS22. 45 peoples who visited the restaurant more than twice a month were surveyed by interview and questionnaire, also 50 man-hours observing the route and behaviors of 30 groups referring to the restaurant in the north and northwest of Tehran. The behaviors of the referrers were examined; their positions and how they use the restaurant furniture were recorded by the designer. The results showed that the existence of comfortable and tranquilizing conditions, the possibility of communicating with each other and the creation of stories that have an emotional theme between the customers and the restaurant space can reach us to the purpose. For this purpose, the shape of the table should be round or of a similar shape, so as to minimize the distance between people. Furniture must involve the emotions of individuals. So that people will come back to the restaurant to repeat the feeling of pleasure. (p<0.05)

کلیدواژه‌ها [English]

Customer Satisfaction / Narrative / Restaurant Furniture / Customer Loyalty

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