شناسائی و اولویت بندی عوامل موثر بر مدیریت روابط برخط با گردشگران در شرایط عدم قطعیت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار و عضو هیأت علمی گروه مدیریت دانشگاه الزهرا(س)، تهران-ایران

2 کاندیدای دکتری مدیریت بازرگانی، گرایش مدیریت بازاریابی، دانشگاه الزهرا(س)، تهران-ایران

3 کاندیدای دکتری مدیریت بازرگانی، گرایش مدیریت بازاریابی بین‌المللی، دانشگاه الزهرا(س)، تهران-ایران

10.22034/jtd.2019.190735.1773

چکیده

پژوهش حاضر با هدف اکتشاف عوامل مؤثر بر این امر و روابط میان آن ها انجام شده و در نهایت، مدل سازی مدیریت روابط برخط با مشتریان در صنعت گردشگری ایران در شرایط عدم قطعیت با بهره گیری از روش دیمتل خاکستری صورت گرفته است. این پژوهش بر مبنای هدف، بنیادین و از نظر روش اجرا، توصیفی- تحلیلی است و در زمره پژوهش های اکتشافی، آمیخته کمی-کیفی قرار می گیرد. به منظور گردآوری اطلاعات، از ترکیب روش های اسنادی - کتابخانه ای و پیمایشی، بهره گرفته شده است. جامعه آماری این پژوهش، خبرگان صنعت گردشگری و حوزه ارتباطات برخط، بوده است. نمونه آماری مورد بررسی ، متشکل از ۲۰ نفر است که به روش گلوله برفی انتخاب شده اند. روایی محتوا و روایی صوری مدل نظری تحقیق، مورد تأیید خبرگان قرار گرفته و برای کنترل پایایی سازه های مفهومی استخراجی نیز، از روش کدگذاری موازی استفاده شده است. یافته های حاصل از اجرای روش دیمتل خاکستری، روشن ساخت که از میان تمامی متغیرها و عوامل استخراج شده در ادبیات، متغیرهای بازاریابی محتوایی در فضای مجازی، بهره گیری از فناوری های خویش خدمتی و فرهنگ، به ترتیب، با اهمیت ترین متغیرهای تأثیرگذار در مدل این پژوهش بوده اند و از طرف دیگر، بازاریابی توصیه ای الکترونیکی، عملکرد مدیریت روابط با گردشگر و وفاداری گردشگر، به ترتیب، مهم ترین متغیرهای تأثیرپذیر در پژوهش حاضر بوده اند. به این ترتیب، رابطه علی و معلولی اصلی میان مهم ترین متغیرهای شکل دهنده مدل مدیریت روابط برخط با مشتریان در صنعت گردشگری ایران مشخص شد.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying and prioritizing the factors affecting the management of online relationships on tourists in uncertain conditions

نویسندگان [English]

  • Manijeh Haghighinasab 1
  • Asieh Nazemi 2
  • fatemeh saberian 3
1 Associate Professor and Faculty Member of Management Department of Alzahra University
2 Ph.D. candidate in Business Administration/Marketing Management, Alzahra University
3 Ph.D. candidate in Business Administration/International Marketing Management, Alzahra University
چکیده [English]

Due to the insufficient internal research in presenting the model of online CRM in Iran, this study aimed to explore the factors affecting this issue and the relationships between them. Customers in the Iranian tourism industry have been exposed to uncertainty by using the gray Dematel method. This research is a purposive, descriptive-analytical study and is one of the exploratory studies on qualitative and quantitative mixing. Document libraries and scrolling methods have been used to collect the combined information. The statistical population of this study was experts in the tourism industry and online communication field. The statistical sample in the study consisted of 20 people selected by the snowball method. Content validity and face validity of the theoretical model of research have been confirmed by experts and parallel coding method has been used to control the reliability of extractive conceptual structures.Findings from the implementation of the gray Dematel method made it clear that among all the variables and factors extracted in the literature, content marketing variables in cyberspace, utilizing self-service technologies and culture were, respectively, the most important variables influencing the model. Finally, electronic word of mouth marketing, tourism relationship management performance and tourist loyalty, respectively,have been the most important influencing variables in the present study.Thus, the main causal relationship was identified among the most important variables forming the model of online relationship management with customers in the Iranian tourism industry.

کلیدواژه‌ها [English]

  • Content Marketing
  • Word of Mouth Marketing
  • Self-Service Technology
  • tourism industry
  • Gray Dematel
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