گردشگری و توسعه

گردشگری و توسعه

اثر مسئولیت اجتماعی هتل‏‌ها بر وفاداری مشتریان با نقش میانجی تصویر برند، تعهد و رضایت مشتری

نوع مقاله : مقاله پژوهشی

نویسندگان
حمیدرضا رضائی انور 1
نیلوفر عباس پور 2
مریم صداقت 2
1 کارشناسی ارشد مدیریت استراتژیک، دانشکدۀ مدیریت، دانشگاه خوارزمی، تهران، ایران
2 استادیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه خوارزمی، تهران، ایران
10.22034/jtd.2024.433403.2881
چکیده
با توجه به تعداد تأسیسات اقامتی موجود و شمار گردشگران، هتل‌‏ها برای جذب هرچه بیشتر گردشگران باید با هم رقابت کنند. افزایش رقابت، تنوع در سلیقه و نیازهای مشتریان و ظهور فنّاوری‏های جدید هتل‏ها را ملزم به ارائۀ خدمات و تجربیات متمایز برای جذب و حفظ مشتریانشان کرده است، زیرا مشتریان وفادار بر عملکرد هتل‌‏ها اثری مثبت خواهند گذاشت. یکی از عوامل ایجاد ارزش برای مشتریان هتل‌‏ها توجه به ﻣﺴﺌﻮﻟﯿﺖ اﺟﺘﻤﺎعی است. هدف از این پژوهش بررسی اثر مسئولیت اجتماعی هتل‌ها بر وفاداری مشتریان براساس نقش میانجی تصویر برند و تعهد و رضایت مشتری است. نمونۀ آماری دربردارندۀ مهمانان هتل‏های چهار و پنج ستارۀ شهر تهران است که به‌صورت در دسترس نمونه‌‏گیری شده‏ است. برای سنجش ارتباط بین متغیرها از مدل معادلات ساختاری استفاده شده است. نتایج پژوهش نشان می‌دهد که مسئولیت اجتماعی هتل‏‌ها در متغیرهای تصویر برند، تعهد، رضایت و وفاداری تأثیری مثبت می‌گذارد؛ بنابراین، هتل‏‌ها می‏توانند با پرداختن به مسئولیت‌‏های اجتماعی، از طریق بهبود تصویر برند و تعهد و رضایت مشتری، باعث وفاداری و تکرار اقامت آن‏ها در هتل شوند و عملکرد خود را بهبود بخشند.
کلیدواژه‌ها
مسئولیت اجتماعی
تصویر برند
تعهد
رضایت
وفاداری
هتل
تهران
مدلسازی معادلات ساختاری

عنوان مقاله English

The impact of hotels social responsibility on customers' loyalty with the mediating role of brand image, commitment and customer satisfaction

نویسندگان English

Hamidreza Rezaei Anvar 1
Niloofar Abbaspoor 2
Maryam Sedaghat 2
1 MA in Strategic Management, Faculty of Management, Kharazmi University, Tehran, Iran.
2 Assistant Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.
چکیده English

According to the number of existing accommodation facilities and the number of tourists, hotels must compete with each other to attract as many tourists as possible. Increasing competition, diversity in customers' tastes and needs, and the emergence of new technologies have required hotels to provide distinctive services and experiences to attract and retain their customers, because loyal customers ultimately have a positive effect on hotel performance. One of the factors that can create value for hotel customers is paying attention to social responsibility. The purpose of this research is to investigate the effect of social responsibility of hotels on customer loyalty based on the mediating role of brand image, commitment and customer satisfaction. The statistical sample is the guests of 4 and 5 star hotels in Tehran, who were sampled as available. Structural equation model has been used to measure the relationship between variables. The results of the research showed that the social responsibility of hotels has a positive effect on the variables of brand image, commitment, satisfaction and loyalty. Therefore, by addressing social responsibilities through improving the brand image and customer commitment and satisfaction, hotels can cause Loyalty and repeat their stay in the hotel and improve their performance.

کلیدواژه‌ها English

Hotel Social Responsibility
Brand Image
Satisfaction
Hotel
Tehran
SEM
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