Journal of Accounting and Management Vision

Journal of Accounting and Management Vision

Investigating the effect of service quality on intention to reuse with regard to the mediating role of perceived price and recommendation to others in chain restaurants in Naib City, Tehran

Document Type : Original Article

Authors
sara tatlari 1
mehdi yadollahi 2
1 Master of Business Administration (MBA) in Marketing, Payam Noor University, Damavand, Iran
2 Assistant Professor, Department of Management, Payam Noor University, Tehran, Iran
Abstract
Today, the secret of survival of organizations lies in retaining and maintaining customers, and only those organizations that are successful in continuing their existence and achieving significant success will be those that attract and retain a sufficient number of customers. According to most experts, the surest way to achieve success is to remain in the minds of customers, and this can only be achieved through quality products or services. In the present study, the effect of service quality on the intention to reuse was examined with regard to the mediating role of perceived price and recommendation to others in chain restaurants in Naib city of Tehran. The above research is applied in terms of purpose and descriptive in terms of method.The sample size was 384 people from all customers of the Naib chain restaurant in Tehran, who were randomly selected based on the Cochran formula. The hypotheses were examined using the Kolmogorov-Smirnov test, Lisrel structural equations, and regression. The research results show that all hypotheses were confirmed and suggestions were presented at the end
Keywords
Service quality
intention to reuse
perceived price
recommendation to others
Subjects