شناسایی و رتبه‌بندی عوامل شکست رستوران‌های زنجیره‌ای در بحران کووید-19 با استفاده از روش بهترین- بدترین

نوع مقاله : پژوهشی اصیل

نویسندگان
1 استادیار، گروه مدیریت بازرگانی، دانشکده کسب‌و‌کار و اقتصاد، دانشگاه خلیج فارس، بوشهر، ایران.
2 دانشجوی دکتری مدیریت استراتژیک، دانشکده مدیریت، دانشگاه تهران، تهران، ایران.
3 دانشجوی کارشناسی ارشد مدیریت استراتژیک، دانشکده کسب و کار و اقتصاد، دانشگاه خلیج فارس، بوشهر، ایران.
چکیده
هدف: این مقاله قصد دارد مهم‌ترین عواملی را که باعث شکست رستوران‌های زنجیره‌ای در بحران کووید-19 می‌شود، با رویکرد مبتنی‌بر منابع شناسایی و اولویت‌بندی کند تا بتوانند تصویری روشن از این عوامل برای عبور از چالش‌های این بحران داشته باشند.

روش: روش این پژوهش از نوع آمیخته و جامعه آماری این پژوهش رستوران‌های زنجیره‌ای هستند که در مرحله اول که به‌صورت کیفی انجام شده است، پس از بررسی مقاله‌های گذشته و شناسایی تعدادی عوامل، برای صحت‌سنجی آنها و یافتن عوامل دیگر با خبرگان مصاحبه صورت گرفت، خبرگان به‌صورت هدفمند از میان مدیران و مشاوران رستوران‌ها انتخاب شدند و عوامل شناسایی‌شده در سه گروه مدیریت، فرهنگ و منابع دسته‌بندی شدند، با استفاده از آزمون t میانگین عوامل به‌دست آمد و در مرحله دوم که به‌صورت کمی انجام شده است، با طراحی پرسش‌نامه با استفاده از روش بهترین- بدترین مقایسه زوجی بین شاخص‌ها انجام و عوامل رتبه‌بندی شدند.


یافته‌ها: نتایج نشان داد که عامل عدم انعطاف‌پذیری به‌عنوان زیرمجموعه فرهنگ با وزن 0/155 در درجه اول اهمیت قرار دارد، پس از آن عامل عدم بهره‌وری با وزن 0/140 به‌عنوان زیرمجموعه مدیریت و در‌نهایت عامل کاهش سرمایه‌گذاری با وزن 0/042 به‌عنوان زیرمجموعه منابع قرار دارند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Identifying and ranking chain restaurants failure factors during Covid-19 using Best-Worst Method

نویسندگان English

Heidar Ahmadi 1
Mohammad Asarian 2
Zahra Izadi 3
1 Assistant Professor, Business Management, Faculty of Business and Economics, Persian Gulf University, Bushehr, Iran.
2 Ph. D candidate of Strategic Management, Faculty of Management, University of Tehran, Tehran, Iran.
3 MA student of Strategic Management, Faculty of Business and Economics, Persian Gulf University, Bushehr, Iran.
چکیده English

Purpose: The purpose of this paper is to identify and rank the most important factors that cause the failure of chain restaurants during the Covid-19 crisis with a resource-based view so that they can have a definite picture of these factors to overcome the challenges of this crisis.

Method: The research method is mixed, and the statistical population of this research is chain restaurants. In the first step, which has been done qualitatively, the previous papers were first reviewed, and several factors were identified. Experts were then interviewed to identify new factors; experts were purposefully selected from restaurant managers and consultants. The identified factors were classified into three groups: management, culture, and resources, and the average of the factors was obtained using a t-test. In the second step, which was done quantitatively, a questionnaire was designed using the best-worst pairwise comparison between the indicators, and the factors were ranked.

Finding: The results showed that the inflexibility factor as a subset of culture with a weight of 0.155 is primarily essential, then the inefficiency factor with a weight of 0.140 as a subset of management, and finally the factor of investment reduction with a weight of 0.042 as a subset of resources are located.

کلیدواژه‌ها English

Best-Worst method
Business Failure
Covid-19
Crisis
Resource-Based View
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