Fatemeh Yavari Gohar; Fereshteh Mansourimoayyed
Abstract
Today, advertising as one of the marketing strategies has a tremendous impact on consumer behavior and their choices. Thus, it has played an important role and a prominent position in promoting successful sales of the products in any organization. Therefore, in their research, researchers try to make ...
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Today, advertising as one of the marketing strategies has a tremendous impact on consumer behavior and their choices. Thus, it has played an important role and a prominent position in promoting successful sales of the products in any organization. Therefore, in their research, researchers try to make it possible for organizations to benefit from this strategy. After COVID-19 pandemic, man has been forced to innovate and change its work and life. This is an applied research to investigate the role of advertising on customer behavioral intentions to comeback using restaurants in post-corona era. A sample of 390 potential customers of restaurants in Tehran was selected by the convenience non-probability sampling method. Having collected data, research hypotheses were analyzed by the LISREL; Structural equation modeling and confirmatory factor analysis were used to analyze them. The result of the research showed that all relations were confirmed. But sympathy and familiarity were the only variables which do not influence on this model.
Abstract
The tourism industry is one of the most susceptible industries against the crisis and crisis management in tourism industry would be turned into an inevitable necessity. The present study tries to provide practical solutions to the crisis in the tourism industry by defining and describing the crisis ...
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The tourism industry is one of the most susceptible industries against the crisis and crisis management in tourism industry would be turned into an inevitable necessity. The present study tries to provide practical solutions to the crisis in the tourism industry by defining and describing the crisis in the tourism industry, using the technique of the failure mode and effect analysis. This preventive approach is an action against what may happen in the future and obviously, the implementation of remedial measures in the early stages will cost less money and time. This is an applied developmental research which by examining existing models for crisis management and taking into account the nature of the services in the tourism industry, presented a model for managing crisis prevention in this industry. Finally, the proposed research model was validated by a team of industry and university experts.
Fereshteh Mansouri Moayed; Mohammad Moradi; Fatemeh Mollaei
Abstract
According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, ...
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According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, consequently, high performance of frontline employees affects behavioral intentions of customers. The aim of this study is proposing a service recovery model to illustrate how having high performance in the service recovery process causes tourists’ positive word-of-mouth. The statistical population of this study is composed of tourists who stayed in one of the 5-star hotels of Shiraz and were accessible during the research. Based on the Cochran formula 384 individuals have been considered as the statistical sample. The collected data have been analyzed using SPSS 22 and smart PLS 2 software. As the results show, high level of performance in service recovery influence tourists’ word of mouth.
