RESTORAN XIZMATLARI SOHASIDA REJALASHTIRILGAN ISTE’MOL XULQ-ATVORI SHAKLLANISHINING PSIXOLOGIK MEXANIZMLARI
DOI:
https://doi.org/10.5281/zenodo.18113694Keywords:
SERVQUAL, hissiy va kognitiv kechinmalar, ijtimoiy norma, ijtimoiy ta’qiqlar, prototiplar, “ideal mijoz portreti”.Abstract
Maqolada restoran xizmatlari sohasida mijozning xarid tanlovi postindustrial tendensiyalarga monand
ravishda “tajriba”, “imidj”, “nufuz” va “o‘z-o‘zini namoyon etish” nuqtayi nazaridan kengaytirilgan ehtiyojlarni qondirish
vositasiga aylanganligi, bu yo‘nalishda xarid tanlovi, motivi, iste’mol taomillarining rejalashtirilgan xulq-atvorning psixologik
mexanizmlariga asoslanishi tadqiq qilingan. A. Maslouning kengaytirilgan ehtiyojlar nazariyasi va rejalashtirilgan xulqatvor
nazariyasining uyg‘unlashuvi asosida restoran xizmatlari ko‘rsatishda mijozning iste’mol niyatini o‘z vaqtida anglash
va prognozlashning ahamiyatli jihatlari, iste’mol niyati hissiy va kognitiv kechinmalar, ijtimoiy norma va ta’qiqlar hamda
prototiplarga asoslangan holda shakllanishi ochib berilgan.
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