بررسی تأثیر عملکرد بازیابی خدمات بر تبلیغات شفاهی: نقش ارزش ادراک ‌شده مشتری، تجربه مشتری، واکنش احساسی و وفاداری برند

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار دانشکده مدیریت و اقتصاد دانشگاه تربیت مدرس

2 کارشناسی ارشد، دانشگاه تربیت مدرس، دانشکده مدیریت و اقتصاد، تهران، ایران

چکیده

با توجه به جایگاه مشتری در صنعت هتلداری و اهمیت بالای کیفیت خدمات ارائه‌شده، رقابت شدیدی بر این صنعت حاکم می‌باشد؛ ازاین‌رو بازیابی خدمات ناقص فرصتی مجدد برای شرکت‌ها فراهم می‌آورد که روابطشان با مشتریان را تحکیم بخشند و متعاقباً مطلوبیت عملکرد کارمندانی که با مشتریان در ارتباط هستند بر نیات رفتاری مشتریان تأثیرگذار می‌باشد. هدف از تحقیق حاضر ارائه مدلی به‌منظور بررسی تأثیر برخورداری از سطوح بالای عملکرد در بازیابی خدمات بر تبلیغات شفاهی مثبت توسط گردشگران می‌باشد. جامعه آماری متشکل از گردشگران داخلی شهر شیراز می‌باشد که در یکی از هتل‌های 5 ستاره شیراز اقامت داشته و در مدت پژوهش در دسترس بوده‌اند که با توجه به فرمول کوکران 384 نفر به‌عنوان نمونه آماری در نظر گرفته شدند. داده‌های جمع‌آوری‌شده از مشتریان توسط نرم‌افزار SPSS 22 و smart pls 2 تجزیه‌وتحلیل گردید. با توجه به نتایج، سطوح بالای عملکرد در بازیابی خدمات بر تبلیغات شفاهی گردشگران تأثیرگذار می‌باشد.

کلیدواژه‌ها


عنوان مقاله [English]

The impact of Service Recovery Performance on Word-of-Mouth Communication: The Intermediate Role of Customer Perceived Value, Customer Experience, Emotional Response and Brand Loyalty

نویسندگان [English]

  • Fereshteh Mansouri Moayed 1
  • Mohammad Moradi 2
  • Fatemeh Mollaei 2
1 * Assistant Professor, Tarbiat Modares University, Faculty of Management and Economics, Tehran, Iran
2 ** Master Graduate Student, Tarbiat Modares University, Faculty of Management and Economics, Tehran, Iran
چکیده [English]

According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, consequently, high performance of frontline employees affects behavioral intentions of customers. The aim of this study is proposing a service recovery model to illustrate how having high performance in the service recovery process causes tourists’ positive word-of-mouth. The statistical population of this study is composed of tourists who stayed in one of the 5-star hotels of Shiraz and were accessible during the research. Based on the Cochran formula 384 individuals have been considered as the statistical sample. The collected data have been analyzed using SPSS 22 and smart PLS 2 software. As the results show, high level of performance in service recovery influence tourists’ word of mouth.

کلیدواژه‌ها [English]

  • : Service Recovery Performance
  • Word of Mouth Marketing
  • Perceived Value
  • Customer Experience
  • Emotional Response
  • Brand Loyalty
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