تأثیر مدل های رابطه ای بر ارزش مشارکت مشتری: شواهدی از صنعت هلتداری

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

2 استادیار گروه مدیریت بازرگانی، واحد تبریز، دانشگاه آزاد اسلامی، تبریز

3 دانشیار گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

4 استاد گروه مدیریت، واحد تبریز، دانشگاه آزاد اسلامی، تبریز، ایران

چکیده

هدف مقاله حاضر، تعیین تأثیر مدل های رابطه‌ای بر ارزش مشارکت مشتری در صنعت هلتداری ایران می‌باشد. بدین منظور مشتریان وفادار هتل‌های پنج ستاره شمال غرب کشور بعنوان جامعه آماری انتخاب شدند و تعداد 533 مشتری با تکمیل پرسشنامه، در تحقیق مشارکت کردند. فرضیه‌های تحقیق با استفاده از تکنیک مدل‌سازی معادلات ساختاری و نرم‌افزارAMOS مورد آزمون قرار گرفت. یافته‌های تحقیق نشان داد مشتریانی که در تعامل خود با هتل از مدل رابطه‌ای غیراجتماعی استفاده می‌کند در ایجاد سه نوع ارزش (ارزش طول عمر، ارزش تاثیرگذاری و ارزش دانش) برای هتل مشارکت می‌کنند و مشتریان با مدلهای رابطه‌ای اشتراگذاری جمعی و تطبیق برابری علاوه بر ارائه ارزش طول عمر خود برای هتل، به ترتیب برای هتل از طریق دانش و تاثیرگذاری بر سایر افراد ارزش خلق می‌کنند. در نهایت مشتریان با مدل رابطه‌ای قیمت-گذاری بازار تنها از طریق ارائه ارزش طول عمر خود برای هتل ایجاد ارزش می‌کنند.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Relational Models on the customer engagement Value: Evidence from the Hospitality Industry

نویسندگان [English]

  • Fahimeh Vahabzadeh 1
  • Samad Aali 2
  • Alireza Bafandeh Zendeh 3
  • Houshang Taghizadeh 4
1 Ph.D. Student in Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
4 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
چکیده [English]

Companies working in a competitive environment are increasingly facing challenges in attracting and retaining customers. In this regard, companies try to create superior value for customers compared to competitors and in return, expect customers to participate in creating value for the company. But customers are different and use different relational models to interact with companies, which affect the amount and type of engagement they make in creating value for companies. Therefore, in the present article, we look at the extent to which customer relational models influence their engagement in creating value for hotels, and each customer involved in the creation of what kind of value. To this end, loyal customers of five-star hotels in the northwest of the country were selected as the statistical population and 533 customers participated in the research by completing the questionnaire. A convenience sampling method was used to select the statistical sample. In terms of the aim of the research, this is applied research and in terms of methodology, this is casual research. The research hypotheses were tested using structural equation modeling technique and AMOS software. Findings show that customers who use a non-social relational model in their interaction with the hotel participate in creating three types of value (lifetime value, influence value, and knowledge value) for the hotel and customers with relational models of communal sharing and equality matching create value for the hotel, through knowledge and impact on others respectively in addition to providing a lifetime value. Ultimately, customers with market pricing models create value for the hotel only by offering their lifetime value.

کلیدواژه‌ها [English]

  • "customer engagement value"
  • "Hospitality industry"
  • "Relational models"
  • "customer engagement marketing"
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