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

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران.

2 استادیار، گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران.

3 استادیار، گروه مدیریت بازرگانی، مؤسسه آموزش عالی تابران، مشهد، ایران.

چکیده

هدف: نوآوری، عامل مهمی است که بر تمایل مشتریان برای خلق ارزش مشترک تأثیر می‌گذارد. نوآوری می‌تواند انگیزه و علاقه سازمان (هتل) را در خلق ارزش مشترک با مشتری تحریک کند؛ از این رو نوآوری یک متغیر پیشایند است که بر تمایل مشتریان به خلق مشترک تجارب خدمت اثر می‌گذارد. پژوهش حاضر با هدف طراحی مدل نوآوری خدمات مبتنی بر هم‌آفرینی ارزش مشتری در صنعت هتلداری در ایران اجرا شده است.
روش: پژوهش از نظر هدف، بنیادین و از نظر ماهیت، اکتشافی است. برای گردآوری داده‌ها، رویکرد مصاحبه عمیق نیمه‌ساختاریافته، در کنار مطالعات کتابخانه‌ای مدنظر قرار گرفت. جامعه آماری این پژوهش، خبرگان و کارشناسان بازاریابی و خدمات هتلداری و اساتید دانشگاهی بودند. برای شناسایی خبرگان، از روش نمونه‌گیری هدفمند و گلوله برفی استفاده شد که طی آن با توجه به کفایت داده‌ها با 14 خبره مصاحبه شد.
یافته‌ها: بر اساس تحلیل مصاحبه‌های صورت‌گرفته، کدهای استخراج شده نهایی در قالب 87 مفهوم و 29 مقوله اصلی دسته‌بندی شدند. در نهایت با استناد به رهیافت سیستماتیک در نظریه داده‌بنیاد، کدهای شناسایی‌شده، در 6 طبقه هسته‌ای شامل پدیده محوری، شرایط علّی، شرایط زمینه‌ای، شرایط مداخله‌گر، راهبردها و پیامدها قرار گرفتند.
نتیجه‌گیری: نتایج نشان داد که مقوله‌های شرایط علّی عبارت‌اند از: توسعه زیرساخت‌های ارتباطی آنلاین؛ انطباق خدمات و فرایندهای هتل با سلایق و خواسته‌های مشتریان؛ نوآوری باز و پویایی رقابت. مقوله‌های محوری عبارت‌اند از: کسب دانش مولد؛ ادراک مشتریان از خدمات برتر؛ تجسم تجربه مشتری؛ پیشنهاد مشتری برای بهبود؛ تبلیغات شفاهی؛ تعامل مشتری با مشتری دیگر؛ تعامل مشتری با تأمین‌کننده خدمت و تعامل مشتری با محیط فیزیکی و اجتماعی خدمت. مقوله‌های راهبردی عبارت‌اند از: راه‌اندازی باشگاه مشتریان؛ ابتکاری‌بودن خدمات؛ بازارمحوری و توسعه تعاملات با مشتریان. مقوله‌های زمینه‌ای عبارت‌اند از: ساختار هتل؛ ساختار ارتباطی؛ سرمایه فرهنگی و تیم‌محوری. مقوله‌های مداخله‌گر عبارت‌اند از: عوامل سیاسی؛ عوامل اجتماعی ـ فرهنگی؛ عوامل اقتصادی؛ موانع مدیریتی وعدم حمایت دولت و نهادهای حکومتی و در نهایت، مقوله‌های پیامدی عبارت‌اند از: بهبود کیفیت خدمات؛ کاهش هزینه‌ها و افزایش درآمدها؛ نگهداشت مشتری و توسعه خدمات. نکته مهم این است که برای موفقیت در نوآوری خدمات مبتنی بر هم‌آفرینی ارزش مشتری، باید به این مقوله‌ها توجه ویژه‌ای شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Designing a Service Innovation Model Based on Customer Value Co-creation in the Hospitality Industry

نویسندگان [English]

  • Meysam Fakharyan 1
  • Ali Hosseinzadeh 2
  • Hadi Bastam 3
1 PhD. Candidate, Department of Management, Torbat Heydariye Branch, Islamic Azad University, Torbat Heydariye, Iran.
2 Assistant Prof., Department of Management, Torbat Heydariye Branch, Islamic Azad University, Torbat Heydariye, Iran.
3 Assistant Prof., Department of Business Management, Tabaran Institute of Higher Education, Mashhad, Iran.
چکیده [English]

Objective
Innovation is an important factor influencing customers' desire to co-create value. Innovation can stimulate the motive and interest of organizations (here hotels) to co-create value with their customers. Hence, innovation is an antecedent variable affecting customers' desire to co-create service experiences. The present research is to design a service innovation model based on customer value co-creation in the hospitality industry of Iran.
 
Methodology
The present research is a fundamental and exploratory one. To collect data, a semi-structured in-depth interview was used along with library studies. The population of the research included those active in the hospitality service, marketing experts, and academic professors. To choose the experts, the snowball sampling method was applied. The selected 14 experts were interviewed according to the data adequacy.
 
Findings
Analyzing the interviews, final codes were extracted including 87 concepts and 29 main items. Finally, using the systematic approach in the data-based theory, the identified codes were classified into six core classifications including central phenomenon, causal conditions, contextual conditions, intervening conditions, strategies, and consequences.
 
 
Conclusion
The results identified the causal items as the development of online communication infrastructures, the adaptation of hotel processes and services to the customer tastes and needs, open innovation, and competition dynamism. The central items included obtaining productive knowledge, customer perception of superior services, visualization of customer experience, customer suggestions for improvement, verbal advertisement, customer-to-customer interaction, customer interaction with the service provider, and customer interaction with the physical and social service environment. The strategic items included launching a customer club, service innovativeness, market orientation, and development of interaction with customers. The contextual items included hotel structure, communication structure, cultural capital, and team orientation. The intervening items included political factors, social-cultural factors, economic factors, management barriers, and lack of support by government and public institutions. The consequential items included 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.

کلیدواژه‌ها [English]

  • Service innovation
  • Customer value co-creation
  • Hospitality industry

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مدیریت بازرگانی
دوره 15، شماره 2
1402
صفحه 350-388

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