تأثیر کیفیت رابطه با مشتری بر کیفیت ادراک شده و وفاداری مشتریان مورد مطالعه: هتل های پنج ستاره کلان شهر مشهد

نوع مقاله: مقاله پژوهشی

10.22111/jmr.2012.681

چکیده

       در بازار کسب و کار امروز، توجه شایانی به مفهوم ارتباطات بین فراهم کننده خدمت و مشتریان شده است. امروزه آنچه حائز اهمیت است برقراری ارتباطاتی با کیفیت با مشتریان به منظور ارتقاء کیفیت ذهنی ادراک شده آنان از خدمت می­باشد که این امر به نوبه خود سبب ایجاد وفاداری در مشتریان خواهد شد. کیفیت رابطه با مشتریان می­تواند بر عواملی چندگانه همچون کیفیت ذهنی ادراک شده و وفاداری مشتریان موثر بوده و می­تواند سبب کسب مزیت رقابتی برای سازمان­ها بخصوص در بخش خدمات گردد. در مقاله حاضر با ارائه مدلی، تأثیر کیفیت رابطه با مشتری بر کیفیت ادراک شده و وفاداری مشتریان مورد بررسی قرار گرفته است. داده­های مورد نیاز برای این تحقیق با روش نمونه­گیری غیـرتصادفی در دسترسی از مشتریان هتل­های پنج ستاره کلان شهر مشهد و با ابزار پرسشنامه جمع­آوری شده است. این تحقیق از نوع کاربردی با ماهیت پیمایشی می­باشد. همچنین از روش معادلات ساختاری با استفاده از نـرم افزار اسمارت پی ال اس به منظور تجزیه و تحلیل داده­ها استفاده شده است. نتایج بدست آمده حاکی از آن است که کیفیت رابطه با مشتری بر کیفیت ادراک شده و وفاداری موثر می­باشد. در بررسی تأثیر غیرمستقیم، نتایج تحقیق نشان­دهنده اثر معنادار و مثبت کیفیت رابطه با مشتری از طریق کیفیت ادراک شده بر وفاداری است.

کلیدواژه‌ها


عنوان مقاله [English]

Study of Relationship Quality with Customers on Perceived Quality and Customer Loyalty (case of five stare hotels in Mashhad city)

چکیده [English]

In marketplace of business, there is a significant attention to the concept of communication between service providers and customers. Something which is important today is having a qualified communication with customers to improve their perceived subjective quality of the service, which leads to create customer loyalty. Relationship quality with customers influenced on multiple factors such as quality of relationship with the customer, perceived quality and effective customer loyalty and gain competitive advantage for organizations in particular can cause in the service sector. This article has been studied the model of impacts of relationship quality and customer perceived quality on customer loyalty. Data for this study with non-random available sampling from five star hotels in major city of Mashhad by using a questionnaire was gathered. This study is an applied research with descriptive nature. Considering its data analysis method, it is a structural equation based research using smart PLS software. The result indicates that relationship quality with customers has impact on both perceived quality and customer loyalty. Also the indirect impact of relationship quality with customers oncustomer loyalty through perceived quality was confirmed.
 

کلیدواژه‌ها [English]

  • Relationship quality with customers
  • Customer trust
  • Customer Satisfaction
  • relationship commitment
  • Perceived quality
  • Customer loyalty

منابع فارسی

1-پرهیزی گشتی، ح.(1380). بازاریابی مبتنی بر رابطه، ماهنامهتخصصی بازاریابی، شماره١٣.

2-سرمد، زهره، بازرگان،عباس، حجازی، الهه.(1378). روش­های تحقیق در علوم رفتاری. انتشارات آگاه، چاپ دوم.

3-جوانمرد، حبیب اله. سلطان زاده، علی اکبر.(1388).بررسی ویژگی­های برند اینترنتی و وب سایت­ها و تأثیر آن بر اعتماد و وفاداری مشتریان(مطالعه موردی: خرید محصولات فرهنگی از طریق اینترنت). فصلنامه پژوهشنامه بازرگانی،شماره 53،225-256.

4-هومن، حیدرعلی.(1387). مدل­یابی معادلات ساختاری با کاربرد نرم افزار لیزال. انتشارات سمت، چاپ دوم.

 

منابع انگلیسی

1-Aaker, D. A., & joachimsthaler, E. (2000). Brand Leadership. London: free Press.

2-Aaker, D.A. (1991). Managing Brand Equity: Capitalizaing on the Value of a Brand Name. New York: Free Press

3-Arasli, H. (2002). Diagnosing whether northernCyprus hotels are ready for TQM: anempirical analysis. Total QualityManagement, 13(3), 347-64.

4-Auruskeviciene, V., Salciuviene, L., & Skudiene, V. (2010). The Relationship Quality Effect on Customer Loyalty.  Pecvnia, 10, 23-36.

5-Aydin, S. and Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication Market. European Journal of Marketing, 39(7/8), 910-925.

6-Baloglu, S. (2002). Dimensions of customer loyalty: separating friends from well-wishers. Cornell Hotel & Restaurant AdministrationQuarterly, 43, 47-59.

7-Bojei, J., & Alwie, A. (2010).  The Influence of Relationship Quality on Loyalty in Service Sector.  Int. Journal of Economics and Management ,4(1), 81-100.

8-Caceres, Ruben Chumpitaz., & Paparoidamis, Nicholas G. (2005). Service quality, relationship satisfaction, trust, commitment and business-to-business loyalty. European Journal of Marketing, 41 (7/8), 836-867.

9-Chaudhuri, A., & Holbrook, M.B. (2001).The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65 (2), 81-93.

10-Chiou, J-S., & Droge, C. (2006). Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework. Journal of the Academy of Marketing Science, 34 (4), 613-27.

11-Crosby, L.A., Evans, K.R., & Cowles, D. (1990, July). Relationship quality in services selling: An Interpersonal Influence perspective. Journal of Marketing, 54, 68-81.

12-Deng, Z., Lu, Y., Wei, K.K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty, An empirical study of mobile instant messages in China. International Journal of Information Management, 30, 289–300.

13-Floh, A., & Treiblmaier, H. (2006). What keeps the e-banking customer loyal? A multi group analysis of the moderating role of consumer characteristics e-loyalty in the financial service industry. Journal of Electronic Commerce Research, 7, 97-110.

14-Fullerton, G(2003), "When does Commitment Leads to Loyalty?", "Journal of Service Service Research", 5 (4), 333-345.

15-Hewett, K., & Bearden, W.O. (2001). Dependence, Trust, and Relational Behavior on the Part of  Foreign Subsidiary Marketing Operations: Implications for Managing Global Marketing Operations. Journal of Marketing, 65(4), 51-66.

16-Hu, T-L., Chang, C.Y., Hsieh, W-C., & Chen, K-H. (2010). An Integrated relationship on brand strategy, brand equity, customer trust and brand performance- an empirical investigation of the health food industry. The International Journal of Organizational Innovation, 2(3), 89-106.

17-Hulland, J. (1999). Use of partial least square (PLS) in strategic management research: a review of four recent studies. Strategic Management, 20, 195–204.

18-Kayaman, R., & Arasli, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality, 17(1), 92-109.

19-Kim, K.H., Kim, K.S., Kim, J.H., & Kang, S.H. (2008). Brand equity in hospital marketing. Journal of Business Research, 61, 75–82.

20-Kotler, P. (2003). Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know. John Wiley & Sons, Inc, Hoboken, New Jersey.

21-Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring consumer based brand equity. Journal of Consumer Marketing, 12(4), 4–11.

22-Morgan, R.M., &  Hunt, S.D. (1994). The commitment Trust theory of relationship marketing. Journal of Marketing, 58, 20-38.

23-Oliver, R.L. (1999).Whence consumer loyalty?.Journal of Marketing, 63, 20-38.

24-Ou, W-M., Shih, C-M., Chen, C-Y., & Wang, K-C. (2011). Relationships among customer loyalty programs, service quality relationship quality and loyalty an empirical study. Chinese Management Studies, 5 (2), 194-206.

25-Parasuraman, A., Berry, L.L., & Zeithmal, V.A. (1985). Understanding customer expectations of service. Sloan Management Review, 32 (3), 29–38.

26-Sheth, J.N., Parvatiyar, A., & Shainesh, G. (2007). Customer Relationship Management. Tata/McGraw-Hill, New Dehli

27-Sun, B.J. (2004,Desember). Brand Equity, Perceived Value and Revisit Intention in the US mid –Priced Hotel Segment. In partial fulfillment of the requirements for The Degree of Master of. Oklahoma State University.

28-Sun., Lucia (Bongran), & Ghiselli., Richard F.(2010).Developing a Conceptual Model of Brand Equity in the Hotel Industry Based on Aaker’s Perspective. Journal of Quality Assurance in Hospitality & Tourism, 11,147–161

29-Wong, A., & Sohal, A. (2002). Customers perspectives on service quality and relationship quality in retail encounters. Managing Service Quality, 12(6), 424-433.

30-Yang, Z., & Peterson, R.T. (2004). Customer perceived value, satisfaction, and loyalty: the role of switching costs. Psychology and Marketing, 21(10), 799-822.

31-Zeithaml, V. (1988). Consumer Perceptions of Price, Quality and Value: a Means-End Model and Synthesis of Evidence. Journal of Marketing, 52 (3), 2-22.