بررسی رابطۀ بین ارزش ویژۀ مشتری و عملکرد گروه هتل‌های بین‌المللی پارسیان

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت بازرگانی دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

2 استادیار MBA دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

3 کارشناس‌ارشد مدیریت بازرگانی دانشکدة مدیریت، دانشگاه تهران، تهران، ایران

چکیده

تحقیق حاضر با هدف بررسی رابطة عوامل ارزش ویژة مشتری با عملکرد گروه هتل‌های پارسیان صورت گرفت و سه عامل ارزش ویژه، ارزش ویژة برند و ارزش ویژة ارتباط، متغیرهای ارزش ویژة مشتری معرفی شده‌اند. این تحقیق از نظر هدف کاربردی و براساس روش تحقیق، توصیفی- پیمایشی است. جامعة آماری تحقیق شامل تمام مسافران هتل‌های پارسیان (تعداد نامحدود) است که 384 نفر براساس نمونه‌گیری تصادفی انتخاب و پرسشنامه بین آنان توزیع شد. فرضیه‌ها با استفاده از روش معادلات ساختاری تحلیل مسیر بررسی شدند. تحلیل داده‌ها نشان داد  بین ارزش ویژة مشتری و عملکرد گروه هتل‌های پارسیان رابطة مثبت و قوی وجود دارد. از بین سه متغیر معرفی‌شده نیز ارزش ویژه و ارزش ویژة برند رابطة مثبت با عملکرد مالی و غیرمالی دارد و اثرگذاری ارزش ویژة برند بیشتر از سایر متغیرهاست. همچنین، برخلاف وجود رابطة مثبت بین ارزش ویژة ارتباط و عملکرد مالی، ثابت شده است که این متغیر با عملکرد غیرمالی رابطه‌ای ندارد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the relationship between customer equity and the performance of Parsian International Hotels Corporation

نویسندگان [English]

  • Hashem Aghazade 1
  • Amir Khanlari 2
  • Haleh Akbarpour 3
1 Professor/University of Tehran
2 Professor/University of Tehran
3 Student/university of Tehran
چکیده [English]

The purpose of this research was to investigate the relationship between customer equity and the performance of Parsian International Hotels Corporation. For this reason it’s an applied and descriptive research. A review of the current literature revealed three key determinants of customer equity: (1)value equity, (2) brand equity and (3) relationship equity. In order to examine the proposed hypothesis Structural Equation Modeling (SEM) was run using a sample of 384 guests of Parsian hotels.The main data were obtained from a questionnaire. The results demonstrate that value equity and brand equity are positively correlated with financial and non-financial performance of Parsian hotels. Also it was found that despite positive relationship between relationship equity and financial performance, this factor is not correlated with non-financial performance.

کلیدواژه‌ها [English]

  • value equity
  • brand equity
  • relationship equity
  • Customer equity
  • financial and non- financial performance
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