پیامدهای مشارکت مشتری به‌منظور خلق محصولات جدید در صنعت گردشگری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار دانشگاه کردستان، گروه مدیریت بازرگانی، دانشکدۀ علوم انسانی و اجتماعی، دانشگاه کردستان، سنندج

2 مدیریت بازرگانی، دانشگاه کردستان، دانشکده علوم اجتماعی و انسانی

چکیده

هدف از انجام این پژوهش بررسی پیامدهای مشارکت مشتری به‌منظور خلق محصولات جدید در صنعت گردشگری است. با توجه به پیشینۀ تحقیق و مطالعات پژوهشگران، مدل مفهومی پژوهش تدوین و فرضیه‏ها تعیین شده‏اند. در این مطالعه که از نوع پیمایشی ـ هم‌بستگی و تک‌مقطعی است، نمونه‌گیری به‌صورت غیرتصادفی در دسترس از بین مشتریان آژانس خدمات مسافرتی شوان‌گشت در کردستان انجام شده است. ابزار گردآوری داده‏ها پرسش‌نامه بوده و برای تجزیه و تحلیل داده‏ها و بررسی فرضیه‏ها از روش مدل‌سازی معادلات ساختار  استفاده شده که به این منظور نرم‌افزار آماری اسمارت پی ال اس به‌کار گرفته شده است. یافته‌های پژوهش ‌تأثیر مشارکت مشتری به‌منظور خلق محصول جدید را بر رضایت، وفاداری، هزینۀ مشتریان و سرعت نوآوری مشخص کرده است. طبق نتایج به‌دست‌آمده، مشارکت مشتری از بین متغیرهای انتخاب‌شده بیشترین ‌تأثیر مثبت را در رضایت گردشگران از سفر خواهد داشت و پس از آن به ترتیب بیشترین ‌تأثیر را در وفاداری، هزینه‏های مشتریان و سرعت نوآوری داشته است. در این پژوهش، برای نخستین‌بار در ایران، پیامد‏های مشارکت مشتری در خلق محصول و خدمات جدید در صنعت گردشگری بررسی شده است.

کلیدواژه‌ها


عنوان مقاله [English]

The Consequences of Customer Involvement to Creating New Products in Tourism Industry

نویسندگان [English]

  • Arman Ahmadizad 1
  • parviz kafche 1
1 Assistant Professor of University of Kurdistan, Business Administration Department
چکیده [English]

The purpose of this study is to investigate the consequences of customer participation in the creation of new products in the tourism industry. Based on the research background and the researches carried out by the researchers, the conceptual model of the research has been formulated and the hypotheses have been determined. In this study, which is a survey-correlation and single-cross sectional study, non-random sampling was done among clients of Schwan Patrol Travel Agency in Kurdistan. Data were collected using a questionnaire and Structural Equation Modeling (SEM) was used for data analysis and hypotheses analysis. Smart PLS statistical software was used for this purpose. The results of the research hypotheses will determine the relationship between customer participation to create a new product with satisfaction, loyalty, customer cost and speed of innovation. According to the results obtained, the customer participation among the selected variables will have the highest positive effect on tourists satisfaction and then the highest impacts on loyalty, customer costs and innovation speed, respectively.in this study, for the first time in iran, the consequences of customer involvement in the creation of new products and services are addressed in the tourism industry

کلیدواژه‌ها [English]

  • customer involvement
  • Creating new products
  • tourism industry
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