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تبیین عملکرد ارتباط با مشتری در بستر رسانه‌های اجتماعی در صنعت هتلداری (مطالعه موردی: هتل پارسیان آزادی رامسر) | ||
| برنامه ریزی و توسعه گردشگری | ||
| مقاله 7، دوره 12، شماره 46، آبان 1402، صفحه 169-193 اصل مقاله (838.27 K) | ||
| نوع مقاله: علمی-پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22080/jtpd.2023.24601.3754 | ||
| نویسندگان | ||
| مصطفی محمدی* 1؛ فروغ نیکزاد2؛ شکوفه اسدی3 | ||
| 1دانشیار گروه جهانگردی، دانشگاه مازندران، | ||
| 2کارشناس ارشد رشته مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد محمودآباد، مازندران، ایران | ||
| 3دانشجوی دکتری مدیریت راهبردی، گروه مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران. | ||
| تاریخ دریافت: 16 دی 1401، تاریخ بازنگری: 21 فروردین 1402، تاریخ پذیرش: 19 شهریور 1402 | ||
| چکیده | ||
| زمینه و هدف: با ظهور تکنولوژی رسانه‌های اجتماعی و شرایط بازاریابی نوین، توسعة ارتباط قوی با مشتریان از اهمیت بیشتری برخوردار شده است. مدیریت ارتباط با مشتری یک راهبرد کسب‌‌‌وکار مبتنی بر بازاریابی رابطه‌مدار و نیز یک استراتژی کاری با این رویکرد است که با مشتریان، متناسب با شرایط و الگوهای رفتاری آن‌‌‌ها ارتباطی پایدار و بلندمدت برقرار شود. هدف از این پژوهش، بررسی تأثیر استفاده از رسانة اجتماعی بر عملکرد مدیریت ارتباط با مشتری اجتماعی در هتل پارسیان آزادی رامسر می‌باشد. روش‌شناسی: این تحقیق از نظر هدف، کاربردی و از نظر روش انجام تحقیق از نوع تحقیقات توصیفی همبستگی می‌باشد. روش نمونه‌گیری تحقیق به علت محدودبودن حجم جامعة آماری سرشماری است که تعداد 171 پرسش‌‌‌نامه توزیع شد. برای بررسی فرضیات تحقیق از روش معادلات ساختاری با استفاده از نرم‌‌‌افزار (pls) استفاده شده است. یافته‌ها: یافته‌ها نشان داد، سیستم‌های مدیریت مشتری‌‌‌محور و متغیرهای کمکی به طور مستقیم بر قابلیت‌های مدیریت ارتباط با مشتری اجتماعی تأثیر دارد، همچنین قابلیت‌های مدیریت ارتباط با مشتری اجتماعی بر روی عملکرد ارتباط با مشتری تأثیر مثبت دارد، اما تأثیر استفاده از تکنولوژی رسانه‌های اجتماعی بر قابلیت‌های مدیریت ارتباط با مشتری اجتماعی تأیید نشده است. نتیجه‌گیری: نتایج به‌‌‌دست‌‌‌آمده نشان داد که سیستم مدیریت مشتری‌‌‌گرایی بر قابلیت‌های مدیریت ارتباط با مشتری اجتماعی تأثیر مثبت دارد و همچنین محققان مدیریت ارتباط با مشتری و بینش مدیریتی مربوط به اثربخشی رسانه‌های اجتماعی را در استفاده از فناوری می‌دانند. لذا ایجاد یک استراتژی مدیریت ارتباط با مشتری اجتماعی (Social CRM) مؤثر، به مدیران در بهبود رضایت مشتری و در حفظ رابطة بلندمدت با مشتریان برای دست‌‌‌یابی به اهداف سازمانی کمک می‌کند. بنابراین، ایجاد و توسعة یک استراتژی مدیریت ارتباط با مشتری اجتماعی کارآمد و مؤثر باید یکی از اهداف کلیدی برای مدیران هتل باشد. نوآوری و اصالت: با توجه به بررسی انجام‌‌‌شده در پژوهش‌های داخلی، تحقیقات کمی در حوزة مدیریت ارتباط با مشتری اجتماعی (Social CRM) در صنعت گردشگری و هتلداری انجام شده است؛ لذا در پژوهش حاضر با تأکید بر این مورد به بررسی متغیرهای کمکی تأثیرگذار بر سازمان شامل: آموزش کارکنان، پشتیبانی مدیریت و اندازة سازمان به بررسی قابلیت‌های ارتباط با مشتری بر عملکرد ارتباط با مشتری در صنعت هتلداری پرداخته شده است. | ||
| کلیدواژه‌ها | ||
| هتلداری؛ مدیریت ارتباط با مشتری؛ عملکرد ارتباط با مشتری؛ رسانه‌های اجتماعی؛ هتل پارسیان آزادی رامسر | ||
| عنوان مقاله [English] | ||
| Explaining the performance of customer communication in the context of social media in the hotel industry (Case study: Persian Azadi Hotel of Ramsar) | ||
| نویسندگان [English] | ||
| Mostafa Mohammadi1؛ foroogh nikzad2؛ Shokoufeh Asadi3 | ||
| 1Associate Professor, Department of Tourism, Mazandaran University, | ||
| 2MSc. In Business Administration, Mazandaran, Iran | ||
| 3PhD Student of Strategic Management, Department of Management and Economics, Tarbiat Modares University, Tehran, Iran. | ||
| چکیده [English] | ||
| Context and Purpose: With the advent of social media technology and new marketing conditions, developing a strong relationship with customers has become more important. Customer relationship management is a business strategy based on relationship-oriented marketing as well as a business strategy with the approach of establishing long-term and sustainable relationships with customers according to their conditions and behavior patterns. The purpose of this research is to investigate the impact of using social media on the performance of social customer relationship management. Design/methodology/approach: This study is correlational and descriptive research in terms of its practical purpose and method. The sampling method of the research is due to the limited size of the statistical population of the census, in which 171 questionnaires were distributed. The structural equation software (PLS) was used to check research hypotheses. finding: The findings showed that customer-oriented management systems and auxiliary variables directly affect social customer relationship management capabilities. Social customer relationship management capabilities have a positive effect on customer relationship performance, but the effect of using social media technology on communication management capabilities with social clients is not confirmed. Conclusion: The obtained results showed that the customer orientation management system has a positive effect on social customer relationship management capabilities, and also the researchers know customer relationship management and management insight related to the effectiveness of social media in the use of technology. Therefore, creating an effective social customer relationship management strategy (Social CRM) helps managers improve customer satisfaction and maintain long-term relationships with customers to achieve organizational goals. Therefore, creating and developing an efficient and effective social customer relationship management strategy should be one of the key goals for hotel managers. Originality/value: According to the review conducted in internal research, little research has been done in the field of Social CRM in the tourism and hotel industry. Therefore, in the current research, emphasizing this case, the auxiliary variables affecting the organization, including employee training, management support, and organization size, were examined to investigate customer communication capabilities on the performance of customer communication in the hotel industry. | ||
| کلیدواژه‌ها [English] | ||
| Hospitality, Customer Relationship Management (CRM), Customer Relationship Performance (CRP), social customer relationship management (CRMS), Persian Azadi Hotel of Ramsar | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 272 تعداد دریافت فایل اصل مقاله: 220 |
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