العلاقة بيـن إدراک عملاء المطاعم بمدينة المنصورة لابتکارية المطعم ودفاعهم عنه: الدور الوسيط لارتباط العملاء والمعدل لانفتاحهم على الخبـرة في ظل أزمة فيـروس کورونا COVID-19

نوع المستند : بحوث باللغة العربیة

المؤلف

قسم ادراه الاعمال، کلية التجارة ، جامعه المنصورة

المستخلص

فرض انتشار فيـروس کوروناCOVID-19 تحدياً کبيـراً أمام قطاع الخدمات وخصوصاً قطاع المطاعم في الآونة الأخيـرة، وبما يستتبع ضرورة بحث مقدمي الخدمات عن حلول ابتکارية للخروج من تلک الأزمة، فيشيـر الباحثون إلى أن الابتکار يعتبـر أحد السبل الأساسية للتعامل مع الأزمات وتعزيز السلوکيات الإيجابية للعملاء. ومن ثم استهدفت هذه الدراسة بحث دور إدراک العميل لابتکارية المطعم على دفاع العملاء عنه من خلال توسيط ارتباط العملاء وبحث الدور المعدل لانفتاح العملاء على الخبـرة. وقد تم الاعتماد على قائمة استقصاء لتجميع البيانات الأولية اللازمة لاختبار فروض الدراسة لعينة قوامها 483 مفردة من عملاء المطاعم بمدينة المنصورة بجمهورية مصر العربية. وقد تم تحليل البيانات باستخدام أسلوب نمذجة المعادلة الهيکلية بالمربعات الصغرى الجزئية PLS-SEM اعتماداً على البـرنامج الإحصائي WarpPLS.5.
وتمثلت أهم نتائج الدراسة في وجود تأثيـر معنوي إيجابي لأبعاد إدراک العملاء لابتکارية المطعم على دفاعهم عن المطعم وارتباطهم به، کما توصلت إلى وجود تأثيـر معنوي إيجابي لارتباط العملاء على دفاعهم عن المطعم. بالإضافة إلى أن ارتباط العملاء يتوسط العلاقة بيـن أبعاد إدراک العملاء لابتکارية المطعم ودفاعهم عنه. وتشيـر نتائج الدراسة أيضاً إلى الدور المعدل الإيجابي للانفتاح على الخبـرة للعلاقة بيـن أبعاد إدراک العملاء لابتکارية المطعم ودفاعهم عنه.
The spread of the new Coronavirus “COVID-19” has enforced a major challenge for the service sector, especially the restaurant sector in recent times, which entails the need for service providers to search for innovative solutions to get out of this crisis. The previous researchers point out that innovation is considered one of the basic ways to deal with crises and promote positive customer behaviours. Thus, this current paper investigates how customer perception of restaurant innovativeness and customer engagement stimulate the rates of restaurants customers' advocacy in Mansoura city. Data were collected from 483 restaurants’ customers. Partial least squares structural equation modelling (PLS–SEM) was employed to test the hypotheses.
The findings confirmed that customer perception of restaurant innovativeness significantly impacted customer engagement and customers advocacy. In addition, customer engagement positively influenced customers advocacy. Moreover, the results showed that customer engagement mediated the relationship between customer perception of restaurant innovativeness and customers advocacy. Furthermore, a customer’s openness to experience moderated the relationship between customer perception of restaurant innovativeness and both customer engagement and customer advocacy. Finally, some theoretical and managerial implications of these findings are discussed.

الكلمات الرئيسية

الموضوعات الرئيسية

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