نوع مقاله : مقاله مستخرج از رساله دکتری
1 دانشجوی دکتری تخصصی ، مدیریت بازرگانی ، واحد بین الملل کیش ، دانشگاه آزاد اسلامی،واحد کیش، ایران
2 استادیارگروه مدیریت بازرگانی ، واحد شیراز، دانشگاه آزاد اسلامی، فارس، ایران
3 استادیار گروه مدیریت بازرگانی ، ,واحد شهر قدس، دانشگاه آزاد اسلامی ، تهران، ایران
عنوان مقاله [English]
In the current competitive world, the concept and practice of marketing needs to be reviewed and the traditional techniques need to be revised. Therefore, emotional marketing is about how to arouse the emotions of the audience to increase their desire to buy a service or product. The restaurant industry is also one of the components of the economy of any country in the market-based economy and is not excluded from the application of modern marketing concepts. Currently, it must be acknowledged that the restaurant industry in Iran is not in a worthy position, and one of the reasons for this problem is the lack of attention to appropriate and up-to-date marketing models. Therefore, this research sought to design a model in emotional marketing in the restaurant industry and used the grounded theory research method in this direction. In this way, the interviews conducted with 22 selected restaurant managers of Kish Island were analyzed with an atlas. ti software and the research model was extracted. Based on the identified components according to the model extracted from the qualitative analysis of the interviews, the necessary questionnaire was designed. Then, this questionnaire was distributed among 384 customers of the mentioned restaurants, and finally, the fit of the model was evaluated using the structural equation modeling method. SPSS and Smartpls version 2 software were used for quantitative data analysis. The results of the structural analysis have shown the appropriate fit of the model.