مطالعات مدیریت گردشگری عصر هوشمند

مطالعات مدیریت گردشگری عصر هوشمند

عوامل مؤثر بر وفاداری گردشگران عبوری نسبت به غرفه‌های مواد غذایی مترو (مطالعه موردی: غرفه های کلین فود)

نوع مقاله : مقاله مستخرج از پایان نامه کارشناسی ارشد

نویسندگان
1 کارشناسی ارشد بازاریابی گردشگری، دانشکده گردشگری، دانشگاه علم و فرهنگ، تهران، ایران.
2 دانشیار، دانشکده گردشگری، دانشگاه علم و فر هنگ، تهران، ایران.
چکیده
پژوهش حاضر به بررسی عوامل مؤثر بر وفاداری مسافران مترو نسبت به غرفه‌های عرضه‌کننده مواد غذایی در ایستگاه‌های مترو تهران، با تاکید بر غرفه‌های کلین فود می‌پردازد. هدف اصلی شناسایی عوامل موثر بر وفاداری مشتریان به این غرفه‌ها و نیز ارائه راهکارهایی برای بهبود رضایت و وفاداری آنها بوده است. این پژوهش، پژوهشی کمی و از نوع توصیفی-پیمایشی است. جامعه آماری پژوهش شامل کلیه مسافران مترو تهران است که از غرفه‌های کلین فود خرید کرده‌اند. به منظور تجزیه و تحلیل داده‌ها از روش تحلیل عاملی تأییدی و رگرسیون استفاده شد. یافته‌ها نشان داد که عواملی مانند کیفیت محصولات، تنوع منو، سرعت خدمات، قیمت مناسب، نظافت و بهداشت غرفه‌ها و رفتار پرسنل تأثیر معناداری بر وفاداری مسافران داشته است. همچنین، تجربه مثبت مشتریان از خرید قبلی و دسترسی آسان به غرفه‌ها نیز از عوامل کلیدی در وفاداری آن‌ها محسوب می‌شود. این پژوهش نشان می‌دهد که برای افزایش وفاداری مسافران مترو به غرفه‌های مواد غذایی، بهبود کیفیت محصولات، افزایش سرعت خدمات، رعایت بهداشت و ارائه قیمت‌های رقابتی ضروری است. همچنین، آموزش پرسنل برای برخورد مناسب با مشتریان و ایجاد تجربه‌های مثبت خرید می‌تواند به جلب اعتماد و وفاداری بیشتر مسافران منجر شود.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Factors Affecting the Loyalty of Passing Tourists to Metro Food Stalls (Case study: Clean Food Stalls)

نویسندگان English

Mobina Sadeghi 1
Zahra Nadalipour 2
1 M.A. in Tourism Marketing, Faculty of Tourism, University of Science and Culture, Tehran, Iran.
2 Associate Professor, Faculty of Tourism, University of Science and Culture, Tehran, Iran.
چکیده English

The present study investigates the factors influencing metro passengers' loyalty to Clean Food stalls located in Tehran metro stations. The primary objective was to identify the key determinants of customer loyalty and to provide practical recommendations for enhancing customer satisfaction and long-term loyalty. This study adopted a quantitative research design using a descriptive-survey approach. The study population comprised all Tehran metro passengers who had previously purchased food from Clean Food stalls. The data were analyzed using confirmatory factor analysis (CFA) and regression analysis. The findings revealed that product quality, menu variety, service speed, reasonable pricing, stall cleanliness and hygiene, and personnel behavior all had significant positive effects on passenger loyalty. Furthermore, customers' positive previous purchase experiences and the accessibility of the stalls emerged as important determinants of loyalty. Overall, the results indicate that strengthening product quality, improving service efficiency, maintaining high standards of hygiene, and offering competitive prices are essential for enhancing customer loyalty. In addition, investing in staff training to improve customer interactions and create positive purchasing experiences can further strengthen passenger trust and foster long-term customer loyalty.

کلیدواژه‌ها English

Food Tourism
Customer Loyalty
Food Stalls
Metro
Clean Food
Tehran
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