Розширена анотація українською мовою

Клієнтський досвід розглядається як економічна, маркетингова, управлінська та конкурентна стратегія. Незалежно від перспективи, клієнтський досвід є бізнес-стратегією і критично важливою концепцією, яка відіграє ключову роль в успіху фірми у 21 столітті. В останні роки все більше уваги приділяється клієнтському досвіду як способу диференціації компаній та побудови міцних відносин зі своїми клієнтами. Цей підхід ґрунтується на побудові емоційних зв’язків зі своїми клієнтами, надаючи їм позитивний досвід, а також позитивних рекомендацій з вуст в уста. Щоб створити такий досвід, компанії застосовують клієнтоорієнтований підхід, який передбачає розуміння потреб, уподобань і поведінки своїх клієнтів. Цей підхід вимагає відходу від традиційних стратегій, орієнтованих на продукт чи продаж, і натомість ставить клієнта в центр діяльності компанії та процесів прийняття рішень. З точки зору клієнтоорієнтованості, відповідність очікуванням клієнтів у сфері клієнтського досвіду є дуже важливим для формування їхнього сприйняття, ставлення та поведінки. У статті досліджено посередницьку роль престижу фірми у взаємозв’язку між сприйняттям якості клієнтського досвіду та намірами клієнтів щодо їхньої поведінки. Для цього, шляхом анкетування, було зібрано дані від 230 учасників, які мали досвід відвідування кафетеріїв. Зібрані дані були збільшені до 5000 шляхом бутстрапінгу (похідної вибірки) за допомогою алгоритму PLS-SEM. Дослідження показало, що престиж частково пояснює та впливає на зв’язок між якістю сприйняття та намірами поведінки (задоволеність/лояльність клієнтів), але не впливає на зв’язок між якістю їжі та намірами поведінки (задоволеність/лояльність клієнтів). Дослідження також виявило, що престиж магазину впливає на зв’язок між якістю внутрішньої атмосфери закладу, якістю обслуговування та намірами поведінки (задоволеність/лояльність клієнтів). Отже, політика управління кафетеріями повинна надавати пріоритет внутрішній атмосфері закладу та якості обслуговування. Ці фактори безпосередньо впливають на престиж закладу, що призводить до підвищення рівня задоволеності та лояльності клієнтів.

Ключові слова: якість атмосфери, лояльність клієнтів, задоволеність клієнтів, якість їжі, якість обслуговування.

Класифікація JEL: M30, M31, M39.

Цитувати як: Samsa, C. (2023). The Mediating Role of Firm Prestige in the Relationship between Perceived Quality and Behaviour Intention in Customer Cafeteria Experiences. Marketing and Management of Innovations, 14(2), 87-100. https://doi.org/10.21272/mmi.2023.2-09

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

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