نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار گروه مدیریت بازرگانی دانشگاه علامه طباطبائی
2 دانشجوی کارشناسی ارشد مدیریت اجرایی دانشگاه علامه طباطبائی
چکیده
مهمترین هدفی که هتلها باید در پی دستیابی به آن باشند راضی نگه داشتن و حفظ مشتریان است.
تحقیقات پیشین نشان میدهد احتمال بازگشت مشتریان راضی نسبت به مشتریانی که تا حدودی ناراضی هستند
بیشتر است. هدف اصلی این تحقیق بررسی رابطه میان ادراک از کیفیت خدمات و وفاداری مشتریان در
هتل های چهار ستاره شهر شیراز است. دیگر اهداف این تحقیق عبارتند از: 1( بررسی میزان کیفیت خدمات
درک شده و میزان وفاداری مشتریان در هتلهای چهار ستاره شهر شیراز؛ 2( بررسی روابط میان ابعاد کیفیت
خدمات و وفاداری مشتریان؛ و 3( ارائه پیشنهادهایی به منظور ارتقا و بهبود کیفیت خدمات و افزایش وفاداری
مشتریان در هتلهای چهار ستاره شهر شیراز. در این تحقیق، کیفیت خدمات درک شده توسط مشتریان با
استفاده از پنج بعد ابزارسروکوال )عوامل ملموس، اعتبار، اطمینان، پاسخگویی، و همدلی( که توسط
پاراسورامان و همکاران ) 1811 ( طراحی شده، اندازهگیری شده است. وفاداری مشتریان نیز با استفاده از
پرسشنامه طراحی شده توسط اسکوگلند وسیگوا ) 2002 ( اندازهگیری شده است.
در این نحقیق تعداد 181 پرسشنامه جمع آوری گردید و با استفاده از آزمون کولموگروف اسمیرنوف،
ضریب همبستگی اسپیرمن، و آزمون دوجمله ای مورد بررسی قرار گرفت. یافتههای این تحقیق نشان میدهد
که بین ادراک میهمانان از کیفیت خدمات و وفاداری آنها رابطه مستقیم و قوی برقرار است و از میان پنج بعد
کیفیت خدمات )عوامل ملموس، اعتبار، پاسخگویی، اطمینان، و همدلی(، بعد عوامل ملموس از کمترین
ضریب همبستگی با وفاداری مشتریان برخوردار است. از این رو، نتایج تحقیق ضرورت توجه بیش از پیش به
بعد انسانی کیفیت خدمات را نشان میدهد.
کلیدواژه‌ها
عنوان مقاله [English]
Service quality and customer loyalty in four-star hotels of Shiraz
نویسندگان [English]
- Mehdi Haghighi Kafash 1
- Hamed Bagheri 2
1
2
چکیده [English]
The chief goal of hotels is to satisfy and retain their customers.
Previous researches have shown that contented hotel guests are more
likely to revisit a hotel than guests who were somehow dissatisfied.
This study attempts to scrutinize the relationship between service
quality perceptions and customer loyalty in the hotels located in the
city of Shiraz. The other specific purposes of this study are the
following: 1) to investigate the perceived service quality and customer
loyalty in hotels of Shiraz, 2) to scrutinize relations between service
quality and customer loyalty dimensions, and 3) to provide
suggestions to improve service quality and customer loyalty in the
four-star hotels of Shiraz. In this research, perceived service quality
was measured through five dimensions of SERVQUAL (tangibles,
reliability, assurance, responsiveness, and empathy) developed by
Parasuraman et al. (1988). Also, customer loyalty was measured by
the questionnaire developed by Skogland and Siguaw (2004).
Afterwards, 196 questionnaires were collected and analyzed using
Kolmogorov- Smirnov (K-S) test, Spearman correlation coefficient,
and Binomial Test. Results demonstrated a strong correlation between
service quality perceptions and customer’s loyalty. Furthermore,
among the 5 dimensions of Servqual (tangibles, reliability, assurance,
responsiveness, and empathy), the tangibles dimension showed the
least correlation with customer loyalty, emphasizing more importance
on human elements of service quality.
کلیدواژه‌ها [English]
- four-star hotels of Shiraz
- Service Quality
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