طراحی مدل خشنودی مشتریان در صنعت هتلداری بر مبنای نظریهٔ داده‌بنیاد

نوع مقاله : مقاله پژوهشی

نویسندگان

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

2 استادیار، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران .

3 استادیار، گروه مدیریت بازرگانی، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.

10.22034/jtd.2022.298062.2406

چکیده

پژوهش حاضر در چارچوب رویکرد کیفی با هدف تبیین ‌فرایند و رخداد خشنودی مشتریان در صنعت هتلداری با استفاده از طرح نظام‌مند نظریهٔ داده‌بنیاد انجام شده است. ابزار جمع‌آوری داده‌ها مصاحبه‌های نیمه‌ساختارمند بود که با به‌کارگیری روش نمونه‌گیری هدفمند و نظری با 30 نفر از خبرگان تا رسیدن به اشباع نظری ادامه یافت. با تحلیل مقایسه‌ای پیوستهٔ داده‌ها و نگارش یادداشت‌های نظری و استفاده از گام‌های تحلیل داده‌ها مشتمل بر کدگذاری باز، محوری و گزینشی، با استفاده از نرم‌افزار مکس کیو‌دی‌ای، درنهایت 98 مفهوم و 25 مقوله احصا شد و الزامات مربوط به روایی و پایایی پژوهش کیفی بررسی و تأیید شد. نتایج پژوهش نشان می‌دهد که عوامل شخصی‌سازی رفتارهای مراقبت از مشتریان، مهارت‌های حرفه‌ای کارکنان، سبک ارتباطی باز با مشتریان، رفتارهای صادقانه و دلپذیر، ارزش و کیفیت درک‌شدهٔ خدمات، احساسات مثبت تجربه‌شدهٔ مشتری، درگیر کردن حواس مشتری و برآورده ساختن نیازهای مشتری به‌منزلهٔ شرایط علّی و اثرگذار در ایجاد پدیدهٔ محوری خشنودی مشتری معرفی شدند. راهبردهای اتخاذشده در پاسخ به این پدیدهٔ محوری اقداماتی همچون تمرکز بر مشتری، پایش مستمر نوآوری خدمات، به‌کارگیری استراتژی تعالی خدمات، مدیریت انتظارات مشتری، توانمندسازی کارکنان، اجرای مدیریت دانش در سازمان و طراحی متغیرهای آمیختهٔ بازاریابی بود که شرایط زمینه‌ای فرهنگ سازمانی، تعهد مدیریت به خشنودی و درگیری مشتریان و شرایط مداخله‌گر افزایش انتظارات مشتری، افزایش هزینه‌های خشنود کردن مشتریان و کاهش اثربخشی اقدامات خشنود‌کننده در آن تأثیرگذار هستند و نتایجی همچون پیامدهای سازمانی و قصدهای رفتاری مشتری را در پی دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing The Model of Customer Delight in The Hotel Industry Based on Grounded Theory

نویسندگان [English]

  • Mohsen Sohrabi 1
  • Ahmad Rahchamani 2
  • Rasoul Sanavifard 3
1 Ph.D. Student, Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran.
2 Assistant Professor, Department of Business Management, Gazvin Branch, Islamic Azad University, Gazvin, Iran .
3 Assistant Professor, Department of Business Management, Qom Branch, Islamic Azad University, Qom, Iran.
چکیده [English]

The present study has been conducted in the framework of a qualitative approach, with the aim of explaining the process of customer delight in the hotel industry, using a systematic design of grounded theory. The data collection tool was semi-structured interviews that continued until the theoretical saturation was achieved by using purposive and theoretical sampling method with 30 experts. By constant comparative data analysis and writing theoretical memoranda and using the data analysis steps including open, axial and selective coding using Maxqda software, finally 98 concepts and 25 categories were counted and Requirements related to the validity and reliability of qualitative research were confirmed. The results show that the factors of personalization of customer care behaviors, professional skills of employees, open communication style with customers, Sincere and gracious behaviors, perceived value and quality of services, positive emotions experienced by the customer, engaging the customer's senses and fulfilling customer needs, Introduced as the causal conditions on creating the core phenomenon of customer delight, the strategies adopted in response to the core phenomenon have been measures such as customer focus, continuous monitoring of service innovation, application of service excellence strategy, customer expectations management, employee empowerment, Implementation of knowledge management in the organization and design of marketing mixed, which are influenced by the contextual conditions of organizational culture, management commitment to customer delight and customer engagement and intervening conditions by increasing expectations, increasing customer delight costs and reducing the effectiveness of delighted actions, lead to results such as organizational consequences and customer behavioral intentions.

کلیدواژه‌ها [English]

  • Customer Delight
  • Customer Experience
  • Grounded Theory
  • Hotel Industry

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