مدل‌سازی تاثیرپذیری تجربه مشتری از نمای خدمت در مراحل مختلف چرخه عمر رابطه

نوع مقاله : مقاله پژوهشی

نویسندگان

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

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

چکیده

هدف تحقیق حاضر ارائه مدل برای تأثیرپذیری تجربه مشتری از نمای خدمت در مراحل مختلف چرخه عمر رابطه در صنعت هتلداری است. پژوهش حاضر از لحاظ نوع، پژوهش آمیخته و از لحاظ هدف، توسعهای و کاربردی است. در بخش کیفی، راهبرد تحلیل، محتوای کیفی و در بخش کمی پژوهش از نظر روش انجام، توصیفی- پیمایشی است. برای تحلیل کیفی 60 مقاله بر اساس اشباع نظری دادهها به صورت هدفمند انتخاب شد. برای تحلیل دادههای کیفی از فرایندهای ویژه تحلیل محتوا با نرمافزار مکس کیو دیای استفاده شد. در بخش کمی مشتریان وفادار هتلهای چهار و پنج ستاره شمال غرب ایران، با پر کردن پرسشنامه در تحقیق مشارکت کردند. برای انتخاب نمونه آماری از روش نمونهگیری در دسترس استفاده شد. فرضیههای تحقیق با استفاده از تکنیک مدلسازی معادلات ساختاری و نرمافزار ایموس مورد آزمون قرار گرفت. یافتههای تحقیق نشان داد که ابعاد و مؤلفه نمای خدمت شامل ویژگیهای فیزیکی و رفتاری است. ویژگیهای فیزیکی و رفتاری بر تجربه مشتری تأثیر مثبت دارد. چرخه عمر رابطه نقش تعدیلگری در رابطه بین ویژگی رفتاری و تجربه مشتری دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Modeling the Impact of Customer Experience From the Servicescape in Different Stages of Relationship Lifecycle

نویسندگان [English]

  • Somayyeh NasarAmini jeloudarlou 1
  • Samad Aali 2
1 Ph.D. in Business Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
چکیده [English]

The purpose of this research is to developing a dynamic model for the impact of customer experience from the servicescape in the hotel industry. The present research is a mixed research method and it is developmental and applied in terms of purpose. In the qualitative part, a qualitative content analysis with analogy and induction approach has been used and in the quantitative part, the research is descriptive-survey in terms of research method. The statistical population is 60 articles that were purposefully selected based on theoretical data saturation. To analyze the data, special content analysis processes and Maxqda software has been used. In the quantitative part, loyal customers of 4 and 5 star hotels in northwest of Iran were selected for the study after completing a questionnaire. A clustered sampling method was used to select statistical sample. The research hypotheses were tested using structural equation modeling technique and AMOS software. The results of the research showed that the dimensions of the servicescape include substantive staging and communicative staging. The substantive staging and communicative staging have a positive impact on the customer experience; relationship life cycle has a moderating role in the relationship between communicative staging and customer experience.
 

کلیدواژه‌ها [English]

  • Customer Experience / Hotel Industry / Relationship Life Cycle / Servicescape
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