تبیین نقش مشارکت مشتری در خلق ارزش برای صنعت گردشگریِ هتل‌داری بر مبنای ارزش ادراک شده و ارزش ارائه شده به مشتری

نوع مقاله : مقاله های برگرفته از رساله و پایان نامه

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، ایران

3 دانشیار، دانشکده‌ اقتصاد و مدیریت، دانشگاه تبریز، تبریز، ایران

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

چکیده

هدف مقاله‌ حاضر تبیین نقش مشارکت مشتریان در خلق ارزش برای صنعت گردشگریِ هتل‌داری از طریق ایجاد ارزش برای مشتری می‌باشد. با توجه به اینکه در تحقیقات قبلی، به نقش واسطه‌ا‌ی ارزش ادراک شده، کمتر توجه شده و پیامدهای ارزش ادراک شده، بیشتر در قالب وفاداری و تبلیغات دهان‌به‌دهان مورد مطالعه قرار گرفته است و مشارکت مشتری در خلق ارزش برای شرکت به عنوان پیامدهای ارزش ادراک شده‌ مشتری مورد توجه قرار نگرفته است بدین منظور در تحقیق حاضر به این موضوع پرداخته شده است. مشتریان هتل‌های 4 و 5 ستاره در شهر تبریز به ‌عنوان جامعه‌ آماری انتخاب شدند و تعداد 752 مشتری با تکمیل پرسشنامه، در تحقیق مشارکت کردند. تحقیق حاضر از لحاظ هدف از نوع تحقیقات کاربردی و از حیث روش از نوع تحقیقات علّی است که به روش میدانی انجام شد. برای انتخاب نمونه‌ آماری از روش نمونه‌گیری دردسترس استفاده شد. فرضیه‌های تحقیق با استفاده از تکنیک مدل‌سازی معادلات ساختاری و نرم‌افزار‌AMOS مورد آزمون قرار گرفت. یافته‌های تحقیق نشان داد ارزش ارائه شده به مشتری در قالب ارزش نفع‌گرایانه و ارزش لذت‌گرایانه، بر ارزش ادراک شده‌ مشتری تأثیر مثبت دارد. همچنین یافته‌های تحقیق نشان داد که ارزش ادارک شده‌ مشتری بر هر سه بُعد ارزش مشارکت مشتری (ارزش طول عمر، ارزش تأثیرگذاری و ارزش دانش مشتری) تأثیر مثبت دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Explaining the Role of Customer Engagement in Creating Value for the Hotel tourism industry Based on Perceived Value and Value Provided to the Customer

نویسندگان [English]

  • Amir Ranjbaryan 1
  • Samad Aaly 2
  • Naser Sanoubar 3
  • Alireza Bafandeh Zendeh 4
1 Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 Assistant Professor, Department of Business Administration, Tabriz Branch, Islamic Azad University, Tabriz, Iran
3 Associate Professor, Faculty of Economics and Management, Tabriz University, Tabriz, Iran
4 Associate Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
چکیده [English]

The purpose of this paper is explaining the Role of Customer Engagement in Creating Value for the Hotel Tourism Industry Based on Perceived Value and Value Provided to the Customer. For this purpose, Hotel customers in Tabriz, Iran, were selected as the sample population, and 752 customers participated in the research by completing the questionnaire. A convenience 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 utilitarian value and hedonistic value have a positive effect on customer perceived value. Also, the research findings showed that the customer perceived value has a positive effect on all three dimensions of customer engagement value (Customer Lifetime, Customer Influence Value, and Customer Knowledge Value).

کلیدواژه‌ها [English]

  • Keywords: Hotel tourism industry
  • Customer Engagement value
  • Customer Perceived value
  • Hedonic value
  • Utilitarian value
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