چکیده:
This study examines the relationship between delightful and useful values with behavioral ideas and customers satisfaction in Grogan fast foods. The research method is discretional, scaling – correlation. The volume of statistical universe in this research includes all customers in Gorgan fast foods. The statistical sample of study consist of 384 persons which are selected by kerjesi and Morgan table and the sampling method was simple coincidental. Using standard questionnaires were gathered the data research by library and field method. According to Kronbach method are confirmed stability of questionnaires and contextual method by fluency of tools. Also For analysis data was utilized structural equations model method by Lisler software. The results of a survey show that among all variables, there is a meaningful relation between delightful and useful values with behavioral ideas and customer satisfaction in Gorgan fast foods.
خلاصه ماشینی:
The Relationship Between Hedonic Value and Utilitarian Value with Behavioral Intentions and Customers Satisfaction in Gorgan Fast Foods Arash Zabihi Rad1* and Hosein Didehkhani2 1 Department of Management and Accounting, Ali Abad katoul Branch, Islamic Azad University, Ali Abad Katoul, Iran 2 Department of Management and Accounting, Ali Abad katoul Branch, Islamic Azad University, Ali Abad Katoul, Iran *Corresponding author’s E-mail:a.
com ABSTRACT This study examines the relationship between delightful and useful values with behavioral ideas and customers satisfaction in Grogan fast foods.
The results of a survey show that among all variables, there is a meaningful relation between delightful and useful values with behavioral ideas and customer satisfaction in Gorgan fast foods.
delightful values, useful values, customers’ satisfaction, behavioral ideas Introduction Competition in markets and continuous changes environment, the organizations penetrate that as past cannot oppose to a developing economical system and flourish markets.
Conclusion and Suggestion Theory 1:there is a meaningful relationship between delightful values and customer satisfaction.
Theory 2: there is a meaningful relationship between useful values and customer satisfaction.
Theory 3: there is a meaningful relationship between delightful values and behavioral ideas.
Theory 4: there is a meaningful relationship between useful values and behavioral ideas.
Theory 5: there is a meaningful relationship between customer satisfaction and behavioral ideas.
6. The Suggestions of Research In this part, using the results of analysis data by evaluation respondents and also accomplished studies about delightful and useful value on customer satisfaction and their behavioral ideas, we offer suggestions.