عنوان مقاله [English]
The purpose of this study was to analyze the effect of supplier's effort and consumer effort through consumer experience in order to reach the satisfaction of hotel visitors in Ahvaz. The purpose of the present research is to apply in applied research group. It is descriptive and descriptive in the field of survey scrutiny and correlation. In this research, the supplier and consumer efforts are considered as independent variables and consumer satisfaction as a dependent variable and consumer experience as an intermediary variable. The statistical population of this study is the visitors of hotels in Ahvaz city. The sample size of the study was obtained using Cochran's formula. 384 people were selected by cluster sampling.The data collection tool was a questionnaire. The reliability of the questionnaire was determined using Cronbach's Alpha coefficient and combined reliability, and the validity of the questionnaire was confirmed using convergent validity and content validity using the knowledge of experts familiar with the subject. SPSS22 and AMOS22 software were used to determine the correlation and analysis of data. The results of data analysis have led to confirmation of all research hypotheses: the supplier's quest has a positive and significant effect on consumer experience; consumer efforts have a positive and significant effect on consumer experience; consumer experience has a positive and significant effect on consumer satisfaction. Also, the results indicate that consumer experience facilitates the relationship between consumer and supplier efforts with consumer satisfaction.
Baxendale, Sh., Emma K. M. and Hugh N.W. (2015). “The Impact of Different Touchpoints on Brand Consideration”. Journal of Retailing, 91(2), 235-53.
Buell, R. W. and Norton, M. L. (2011). “The labor illusion: how operational transparency increases perceived value”. Manag. Sci., 57(9), 1564-1579.
Carlson, J., Rahman, M. M., Rosenberger III, P. J. and Holzmüller, H. H. (2016). “Understanding communal and individual customer experiences in group-oriented event tourism: an activity theory perspective”. J. Mark. Manag., 32 (9–10), 900-925.
Chang, H. H. and Wang, H-W. (2011). “The moderating effect of customer perceived value on online shopping behavior”, Online Information Review, 35 (3), 333-359.
Chang, Yi‐Wei and Polonsky, Michael Jay (2012). “The influence of multiple types of service convenience on behavioral intentions: The mediating role of consumer satisfaction in a Taiwanese leisure setting”. International Journal of Hospitality Management. 31 (1), 75‐88.
Gibbs, B. J. and Drolet, A. (2003). “Consumption effort: the mental cost of generating utility and the role of consumer energy level in ambitious consumption”. J. Consum. Psychol., 13 (3), 268-277.
Klein, E. D., Bhatt, R. S. and Zentall, T. R. (2005). “Contrast and the justification of effort”. Psychon. Bull. Rev., 12 (2), 335-339.
Kruger, J., Wirtz, D., Van Boven, L. and Altermatt, T. W. (2004). “The effort heuristic”.
Lemke, F., Clark, M. and Wilson, H. (2011). “Customer experience quality: an exploration in business and consumer contexts using repertory grid technique”. J. Acad. Mark. Sci. 39 (6), 846-869.
Lemon, K. N. and Wangenheim, F. (2009). “The Reinforcing Effects of Loyalty Program Partnerships and Core Service Usage: A Longitudinal Analysis”. Journal of Service Research, 11 (May), 357-70.
Lemon, K. N. and Verhoef, P. C. (2016). “Understanding customer experience throughout the customer journey”. J. Mark, 80, 69-96.
Lin, J. Sh. and Liang, H. (2011). “The Influence of Service Environments on Customer Emotion and Service Outcomes”. Managing Service Quality: An International Journal, 21 (4), 350-72.
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Parks, H. and Friman, M. (2015). “Fresh perspectives on customer experience”. J. Serv. Mark., 29 (6–7), 430-435.
Mochon, D., Norton, M. I. and Ariely, D. (2012). “Bolstering and restoring feelings of competence via the IKEA effect”. Int. J. Res. Mark., 29 (4), 363-369.
Modig, E., Dahlén, M. and Colliander, J. (2014). “Consumer-perceived signals of “creative” versus “efficient” advertising”. Int. J. Advert., 33 (1), 137-154.
Norton, M. I., Mochon, D. and Ariely, D. (2012). “The IKEA effect: when labor leads to love”. J. Consum. Psychol., 22, 453-460.
Risselada, H., Peter, C. and Bijmolt, T. (2014). “Dynamic Effects of Social Influence and Direct Marketing on the Adoption of High-Technology Products”. Journal of Marketing, 78 (March), 52-68.
Srivastava, M. and Kaul, D. (2014). “Social interaction, convenience and customer satisfaction: The mediating effect of customer experience”. J. Retail. Consum. Serv., 21 (6), 1028-1037.
Sweeney, J. C., Danaher, T. S. and McColl-Kennedy, J. R. (2015). “Customer effort in value cocreation activities: improving quality of life and behavioral intentions of
health care customers”. J. Serv. Res., 18 (3), 318-335
Söderlund, M. and Sagfossen, S. (2017). “The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction”. Journal of Retailing and Consumer Services, 39(1), 219-229.
Söderlund, M., Colliander, J., Karsberg, J., Liljedal, K., Modig, E., Rosengren, S. et al., (2017). “The allure of the bottle as a package: an assessment of perceived effort in a packaging context”. J. Product. Brand Manag., 26 (1), 91-100.
Vargo, S. L. and Lusch, R. F. (2014). “Evolving to a New Dominant Logic for Marketing”, Journal of Marketing, 68 (January), 1-17.