Developing a Dynamic Model for the Impact of Servicescape on Customer Experience in the Hotel Industry

Journal of System Management

دوره 8، شماره 1 - شماره پیاپی 29، خرداد 2022، صفحه 1-18   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2021.1940878.1525

نویسندگان

Somayyeh NasarAmini jeloudarlou¹؛ Samad Aali^{* 2}؛ Mohamad Faryabi³؛ Alireza Bafandeh zendeh⁴

¹Ph.D. Student in Business Management, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

²Assistant Prof., Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran

³Department of Management, Tabriz University, Tabriz, Iran

⁴Associate Prof., Department of Management,Tabriz Branch, Islamic Azad University,Tabriz, Iran

چکیده

The purpose of this research is to Developing a dynamic model for the impact of Servicescape on customer experience in the hotel industry. The present study is a mixed research method. In the qualitative part, the strategy is qualitative content analysis and in the quantitative part, it is applied in terms of purpose and descriptive-survey in terms of research method. To gather information in the qualitative section a collection of articles, books and thesis has been used systematically and in the quantitative part, a standard questionnaire was used to collect information. 700 loyal customers of five-star hotels in Northwest of Iran were selected for the study. A clustered sampling method was used to select statistical sample. In qualitative part, To analyze the data of this research, special content analysis processes including open coding,, axial coding were used to emerge concepts and categories. In the quantitative part, the research hypotheses were tested using structural equation modeling technique. The results of the research showed that the substantive staging and communicative staging have a positive impact on the customer experience and the effect of communicative staging on customer experience at different stages of the relationship life cycle is different.

کلیدواژه‌ها

Servicescape؛ customer experience؛ hotel industry؛ relationship life cycle

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