طراحی مدل نوآوری خدمات مبتنی بر هم‌آفرینی ارزش مشتری در صنعت هتل‌داری

Abstract

Abstract

Objective: customer value co-creation is a popular subject of research in the hospitality industry. Customer value co-creation illustrates the real interaction with customer in the service process. Personal interaction and engagement of customer can be promoted by innovative service methods in innovative environments. Therefore, innovation is important for the success of a hotel to promote service experiences of co-creation with customer.

Methodology: The present research is fundamental in purpose and is exploratory in nature. To collect data, the semi-structured in-depth interview approach was used together with library studies. The population of the research was hospitality service and marketing experts and academic professors. To identify the experts, purposive and snowball sampling method was used during which 14 experts were interviewed according to the data adequacy.

Findings: Based on the analyses of the interviews performed, the final codes were extracted as 87 concepts and 29 main items. Finally, using the systematic approach in the data-based theory, the identified codes were classified into 6 core classes including central phenomenon, causal conditions, contextual conditions, intervening conditions, strategies and consequences.

Conclusions: The results showed that causal items include development of online communication infrastructures, adaptation of hotel processes and services to the customers tastes and needs, open innovation and competition dynamism, central items include obtaining productive knowledge, customers perception of superior services, visualization of customer experience, customer suggestion for improvement, verbal advertisement, customer to customer interaction, customer interaction with service provider and customer interaction with physical and social service environment, strategic items include launching customers club, service innovativeness, market orientation and development of interaction with customers, contextual items include hotel structure, communication structure, cultural capital and team orientation, intervening items include political factors, social-cultural factors, economic factors, management barriers and lack of support by government and public institutions and consequential items include improvement of service quality, reduction of expenses and increase in incomes, customer retention and service development. Hence, special attention must be given to these items to succeed in the service innovation based on customer value co-creation. Abstract

Objective: customer value co-creation is a popular subject of research in the hospitality industry. Customer value co-creation illustrates the real interaction with customer in the service process. Personal interaction and engagement of customer can be promoted by innovative service methods in innovative environments. Therefore, innovation is important for the success of a hotel to promote service experiences of co-creation with customer.

Methodology: The present research is fundamental in purpose and is exploratory in nature. To collect data, the semi-structured in-depth interview approach was used together with library studies. The population of the research was hospitality service and marketing experts and academic professors. To identify the experts, purposive and snowball sampling method was used during which 14 experts were interviewed according to the data adequacy.

Findings: Based on the analyses of the interviews performed, the final codes were extracted as 87 concepts and 29 main items. Finally, using the systematic approach in the data-based theory, the identified codes were classified into 6 core classes including central phenomenon, causal conditions, contextual conditions, intervening conditions, strategies and consequences.

Conclusions: The results showed that causal items include development of online communication infrastructures, adaptation of hotel processes and services to the customers tastes and needs, open innovation and competition dynamism, central items include obtaining productive knowledge, customers perception of superior services, visualization of customer experience, customer suggestion for improvement, verbal advertisement, customer to customer interaction, customer interaction with service provider and customer interaction with physical and social service environment, strategic items include launching customers club, service innovativeness, market orientation and development of interaction with customers, contextual items include hotel structure, communication structure, cultural capital and team orientation, intervening items include political factors, social-cultural factors, economic factors, management barriers and lack of support by government and public institutions and consequential items include improvement of service quality, reduction of expenses and increase in incomes, customer retention and service development. Hence, special attention must be given to these items to succeed in the service innovation based on customer value co-creation.