پژوهشهای مدیریت عمومی (May 2022)
Analysis of the Effect of Customer Knowledge on Improving the Quality of Services in the Hotel Industry with the Mediating Role of Customer Relationship management
Abstract
AbstractThe purpose of this study was to explain the effect of customer knowledge on improving the quality of services in the hotel industry with the mediating role of customer relationship management. The type of research was applied in terms of purpose and descriptive-correlational in terms of the nature of the method.The statistical population of the study was the customers of Sarein hotels. Simple random sampling method was used for sampling and Cochran's formula was used to select the sample size. Due to the infinity of the statistical population, the sample size was 384 people. Collection of required data using three standard questionnaires, customer knowledge (Tseng & HongWu, 2014); Customer relationship management (Abbasi, 2011) and service quality questionnaire (Stefano et al., 2015) were performed. Validity was assessed using confirmatory factor analysis and reliability was assessed by Cronbach's alpha. Data analysis was performed using structural equation modeling approach using SPSS and PLS software. According to the research findings, customer knowledge has a positive and significant effect on the quality of services in the hotel industry and between the dimensions of customer knowledge, the dimension of effective communication is the most effective dimension on service quality. Customer relationship management also plays a mediating role between customer knowledge and service quality of the hotel industry, and between the dimensions of customer relationship management, the expansion of customer relationship has the greatest impact on service quality. The findings of this study can be effective in moving the hotel industry to pay more attention to customer knowledge and improve the quality of services in the hotel industry.IntroductionThe purpose of this study was to explain the effect of customer knowledge on improving the quality of services in the hotel industry with the mediating role of customer relationship management. The type of research was applied in terms of purpose and descriptive-correlational in terms of the nature of the work method. The statistical population of the study was the customers of Sarein hotels. Validity was checked using confirmatory factor analysis and reliabilitywas assessed by Cronbach's alpha. According to the research findings, customer knowledge has a positive and significant effect on the quality of services in thehotel industry and between the dimensions of customer knowledge, the most effective dimension is the relationship between the quality of services. Customer relationship management also plays a mediating role between customer knowledge and the quality of services in the hotel industry, and among the dimensions of customer relationship management, the most after the expansion of customer relationships.Today, tourism is the most important growing sector in the modern economy, which has had many benefits such as job creation, start-up and the use of economic capital (Farjam, Nasajikamrani & Bordbar, 2019). In fact, tourism is one of the most important economic, communications, social and cultural factors in the world. In 2019, a total of 1.5 billion international trips were made, which directly and indirectly generated about $ 9170 billion in revenue for the countries of the world, which is equivalent to 10.4% of the total GDP in 2019. One in ten jobs is in the tourism industry, which supports approximately 227 million jobs worldwide (UNWTO, 2020).Materials and MethodsThe statistical population of the study was the customers of Sarein hotels. Cochran's formula was used to select the sample size, which was determined to be 384 people due to the limited number of customers. The required data were collected in this study using standard questionnaires.Confirmatory factor analysis and structural equations were performed using SPSS and Smart PLS software.Discussion and conclusionCustomers are the hallmark of any organization, and the growing number of Organizations demonstrate the importance of customer orientation in today's competitive world. Today, having a strong relationship with customers is the most important key to success in any business. Therefore, the concept of customer relationship management, which means the organization's efforts to create and deliver value to the customer, has been considered. Customer relationship management is an approach throughout the organization, not only in gaining customer awareness but also in improving and automating work processes for customers, suppliers and employees of the organization. On the other hand, a successful presence in today's dynamic market requires customer attention and companies that have appropriate policies and practices to manage customer knowledge, have the ability to identify new market opportunities (Zaidi, 2017). In today's competitive world, customer knowledge is an intangible asset. It is essential for any company and this knowledge is effective in the performance of companies. Customer knowledge management enables organizations to recognize opportunities in volatile markets and increase their competitive advantage. Therefore, considering the importance of customer knowledge and customer relationship management in the success of various industries, in this regard, in this study, with the aim of paying attention to customer knowledge and continuous customer relationship management, its impact on the quality of hotel industry services.
Keywords
