THE EFFECT OF CUSTOMERS PREFERENCES TOWARDS WOM (CASE STUDY: FAST FOOD RESTAURANT INDUSTRY)

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RAFATI JAVAD; AGHAMOOSA REZA; ZAND HABIBI KIMIA

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Paper Information

Journal: JOURNAL OF ECONOMICS & BUSINESS RESEARCH Year:2014 | Volume:5 | Issue:6 Page(s): 29-45

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Title

THE EFFECT OF CUSTOMERS PREFERENCES TOWARDS WOM (CASE STUDY: FAST FOOD RESTAURANT INDUSTRY)

Author(s)

RAFATI JAVAD | AGHAMOOSA REZA | ZAND HABIBI KIMIA | Issue Writer Certificate

Keywords

CUSTOMER SATISFACTIONQ2

CUSTOMER TRUSTQ2

CUSTOMER COMMITMENTQ2

WORD OF MOUTHQ2

FAST FOOD RESTAURANT INDUSTRYQ2

Abstract

This research's main objective was investigation of the effect of service encounter performance, satisfaction, trust and commitment on customer WORD OF MOUTH intention in FAST FOOD RESTAURANT INDUSTRY.For information gathering about research scope that reviewed used from two methods; librarian studies and field studies with helping the index cards and questionnaires tools for measuring the research variables. The research population was Sinbad chain restaurant customer in Tehran. Cluster sampling method was used to determine the Respondents. A total of 400 Questionnaires was distributed that 387 responses of them were usable for data analysis. Data were analyzed using the structural equation modeling (SEM) technics. The research findings indicate that service encounter performance had significant direct effect on CUSTOMER SATISFACTION and CUSTOMER SATISFACTION had significant direct effect on CUSTOMER TRUST. The CUSTOMER TRUST had significant direct effect and mediator role on CUSTOMER COMMITMENT.

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References

بررسی رابطه بین کیفیت ارتباط کاری با عملکرد و رضایت شغلی فروشندگان و نقش مدل رفتاری با عملکرد و رضایت شغلی فروشندگان و نقش مدل رفتاری ASB در فروش

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APA: Copy

RAFATI, JAVAD, AGHAMOOSA, REZA, & ZAND HABIBI, KIMIA. (2014). THE EFFECT OF CUSTOMERS PREFERENCES TOWARDS WOM (CASE STUDY: FAST FOOD RESTAURANT INDUSTRY). JOURNAL OF ECONOMICS & BUSINESS RESEARCH, 5(6), 29-45. SID. https://sid.ir/paper/201494/en

Vancouver: Copy

RAFATI JAVAD, AGHAMOOSA REZA, ZAND HABIBI KIMIA. THE EFFECT OF CUSTOMERS PREFERENCES TOWARDS WOM (CASE STUDY: FAST FOOD RESTAURANT INDUSTRY). JOURNAL OF ECONOMICS & BUSINESS RESEARCH[Internet]. 2014;5(6):29-45. Available from: https://sid.ir/paper/201494/en

IEEE: Copy

JAVAD RAFATI, REZA AGHAMOOSA, and KIMIA ZAND HABIBI, “THE EFFECT OF CUSTOMERS PREFERENCES TOWARDS WOM (CASE STUDY: FAST FOOD RESTAURANT INDUSTRY),” JOURNAL OF ECONOMICS & BUSINESS RESEARCH, vol. 5, no. 6, pp. 29–45, 2014, [Online]. Available: https://sid.ir/paper/201494/en

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