احیای پویای خدمات و وفاداری به مشتریان در صنعت هتل‌‌داری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مربی گروه مهندسی صنایع، دانشگاه پیام نور

2 دکترای، گروه مدیریت دولتی، دانشگاه پیام نور

10.29252/bar.9.18.21

چکیده

در تفکر پویایی­شناسی سیستم، با استفاده از ابزارها و فرآیندها درک رفتار سیستم­های پیچیده ممکن شده و به تبع آن در تصمیم­گیری­ها، سیاست­های مناسب اتخاذ می­شود تا بتوان تغییرات را در مسیر صحیح هدایت نمود. روش تحقیق حاضر کیفی و از نوع مصاحبه می­باشد که در این تحقیق با تکنیک سیستم پویا، مدل­سازی احیای خدمات در هتل­ها انجام شده و تأثیر آن در بلندمدت بر برند و افزایش مشتریان تشریح گردیده است.در ادامه ضمن معرفی احیای خدمات با تفکر سیستم داینامیک و در نظر گرفتن تمامی ابعاد مسأله از قبیل تربیت و بکارگیری کادری آموزش دیده و مجرب، کیفیت نیروی انسانی، کیفیت خدمات، هزینه تمام شده مشتری (قیمت)، احیای خدمات و حل و فصل سریع ادعاها و شکایات مشتریان، درجه جذابیت هتل نزد مشتریان و رقبای دیگر، شبیه­سازی از تأثیرات هر کدام از متغیرها به خصوص احیای خدمات بر میزان مشتریان و وفاداری آن­ها صورت گرفته است. جامعه آماری تحقیق، 100 نفر از کارشناسان و مشتریان هتل­های 3 ستاره و بالاتر شهر مشهد می­باشد که به کمک نرم افزار ونسیم و اطلاعات موجود در ادبیات تحقیق، در افق دیدی به مدت 58 سال (1450-1392)، به تعیین سیاست­ها و استراتژی­های مناسب پرداخته است و با تشریح سناریوهای مختلف، عوامل موثر بر وفاداری مشتریان هتل­ها در دنیای رقابتی استخراج گردیده است.
 

کلیدواژه‌ها


عنوان مقاله [English]

The Dynamic Recovery of Services and Loyalty to Customers in the Hoteling Industry

نویسندگان [English]

  • Sayyid Ali Banihashemi 1
  • Zahra Rajaei 2
1 Departement of Industrial Engineering, Payame Noor University, Iran
2 Departement of Public Administrative, Payame Noor University, Iran
چکیده [English]

When dealing with the dynamics of systems, tools and processes may be of use to understand the behavior of complex systems and, consequently, to make decisions and adopt appropriate policies. These all can be guided in the right direction to make changes. In this study, the technique of dynamic modeling is conducted to revive services in hotels, and the long-term impact of this revival on the brand and increase of customers is investigated. Next, a dynamic system is introduced and the services are restored by thoughtful considering of all the aspects of the issue, such as education and employment of trained and experienced staff, quality of human resources, quality of services, customer’s cost (price), quick resolving of service claims and customer complaints, degree of attractiveness to customers and competitors of the hotel, simulation of the impact of each variable on customer services and, customer’s loyalty. The method of the research was interviews with 100 experts and customers of 3-star hotels and over in the city of Mashhad as well as the statistical data available in the literature along with Vensim software. The study is done in a 58-year perspective from 2013 to 2071. The research focuses on proper strategies and policies, explains different scenarios, and extracts the factors that affect hotel customers’ loyalty in the competitive world.

کلیدواژه‌ها [English]

  • Service recovery
  • Customer’s satisfaction
  • Communication
  • Customer’s loyalty
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