تأثير مدل هاي رابطه اي بر ارزش مشاركت مشتري: شواهدي از صنعت هلتداري

هدف مقاله حاضر، تعيين تأثير مدل هاي رابطه‌اي بر ارزش مشاركت مشتري در صنعت هلتداري ايران مي‌باشد. بدين منظور مشتريان وفادار هتل‌هاي پنج ستاره شمال غرب كشور بعنوان جامعه آماري انتخاب شدند و تعداد 533 مشتري با تكميل پرسشنامه، در تحقيق مشاركت كردند. فرضيه‌هاي تحقيق با استفاده از تكنيك مدل‌سازي معادلات ساختاري و نرم‌افزارAMOS مورد آزمون قرار گرفت. يافته‌هاي تحقيق نشان داد مشترياني كه در تعامل خود با هتل از مدل رابطه‌اي غيراجتماعي استفاده مي‌كند در ايجاد سه نوع ارزش (ارزش طول عمر، ارزش تاثيرگذاري و ارزش دانش) براي هتل مشاركت مي‌كنند و مشتريان با مدلهاي رابطه‌اي اشتراگذاري جمعي و تطبيق برابري علاوه بر ارائه ارزش طول عمر خود براي هتل، به ترتيب براي هتل از طريق دانش و تاثيرگذاري بر ساير افراد ارزش خلق مي‌كنند. در نهايت مشتريان با مدل رابطه‌اي قيمت-گذاري بازار تنها از طريق ارائه ارزش طول عمر خود براي هتل ايجاد ارزش مي‌كنند.

Companies working in a competitive environment are increasingly facing challenges in attracting and retaining customers. In this regard, companies try to create superior value for customers compared to competitors and in return, expect customers to participate in creating value for the company. But customers are different and use different relational models to interact with companies, which affect the amount and type of engagement they make in creating value for companies. Therefore, in the present article, we look at the extent to which customer relational models influence their engagement in creating value for hotels, and each customer involved in the creation of what kind of value. To this end, loyal customers of five-star hotels in the northwest of the country were selected as the statistical population and 533 customers participated in the research by completing the questionnaire. A convenience sampling method was used to select the statistical sample. In terms of the aim of the research, this is applied research and in terms of methodology, this is casual research. The research hypotheses were tested using structural equation modeling technique and AMOS software. Findings show that customers who use a non-social relational model in their interaction with the hotel participate in creating three types of value (lifetime value, influence value, and knowledge value) for the hotel and customers with relational models of communal sharing and equality matching create value for the hotel, through knowledge and impact on others respectively in addition to providing a lifetime value. Ultimately, customers with market pricing models create value for the hotel only by offering their lifetime value.