نوع مقاله : مقاله پژوهشی
1 دانشجوی دانشگاه آزاد اسلامی
2 گروه مدیریت، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران
عنوان مقاله [English]
Customer experience is the overall perception of customers about your business.
Purpose: The purpose of this research was to present a customer experience management model in hotels.
Method: In this research, the researcher has used a mixed approach. In the first study, the foundation's data approach was based on Strauss and Corbin's approach and the study was based on a quantitative method. The data collection tools required in the first study, the protocol and interviews with hotel managers, in the next step, the required data among 384 customers who had the experience of staying in hotels were randomly selected in a cluster and the questionnaire was distributed, and finally, the results were obtained by Equations software. The structure of Imus has been analyzed.
By conducting seventeen interviews to theoretical saturation and finally extracting 100 open codes, based on theoretical literature, the researcher did central and selective coding and presented the results in the form of six main dimensions and thirty two sub-dimensions.
Results: The researcher has presented a model including six main dimensions, word-of-mouth advertising, service quality, normal conditions, customer service, event marketing, customer experience, and thirty-two sub-dimensions.
Conclusion: The quality and variety of hotel services and creating an experience play a key role in returning travelers to hotels, but from the moment customers enter the hotel, there are many factors such as interior space and decoration, appliances, equipment and devices, amenities, staff behavior. hotel, affect his experience, so managers must have a deep understanding of customer needs and expectations.