راهبردهای بازاریابی نوآورانه جهت افزایش رضایت کاربران از برنامههای تلفن همراه رزرو آنلاین هتل و تبدیل آنها به کاربران وفادار در ایران

نوع مقاله : نوآوری(سیاست‌های نوآوری، ظرفیت نوآوری، اکوسیستم نوآوری، نظام نوآوری، تحقیق و توسعه، . . . .)

نویسندگان

1 کارشناسی ارشد مدیریت بازرگانی، دانشگاه سیستان وبلوچستان، زاهدان، ایران

2 استادیار گروه مدیریت بازرگانی و مالی، دانشکده مدیریت و اقتصاد، دانشگاه سیستان و بلوچستان، زاهدان، ایران

10.22080/jem.2024.27004.3927

چکیده

سرمایه‌گذاری در حوزه وفاداری مشتریان، یک سرمایه‌گذاری اثر‌بخش و سودمند برای شرکت‌های خدماتی است. هدف از انجام پژوهش حاضر ارائه‌ی راهبردهای بازاریابی نوآورانه جهت افزایش رضایت کاربران از برنامه‌های تلفن همراه رزرو آنلاین هتل و تبدیل آن‌ها به کاربران وفادار در کشور ایران می‌باشد.روش: در این پژوهش جهت جمع‌آوری داده‌ها از روش پیمایشی و جهت تحلیل داده‌ها از روش همبستگی استفاده شده است. جامعه آماری این پژوهش، افرادی هستند که برنامه‌های تلفن همراه رزرو آنلاین هتل ایرانی را بر روی تلفن همراه خود نصب کرده‌اند. جهت نمونه‌گیری در تحقیق حاضر با استفاده از فرمول کوکران، 384 نفر از این افراد انتخاب شدند. برای جمع‌آوری اطلاعات از پرسشنامه مبتنی بر طیف لیکرت و به منظور تجزیه و تحلیل داده‌ها از آزمون‌های استاندارد توصیفی و روش مدل‌سازی معادلات ساختاری بر اساس نرم افزار Smart-Pls استفاده شده است.یافته‌ها:‌ یافته‌های بدست آمده از پژوهش حاضر نشان داده‌اند که راهبردهای بازاریابی نوآورانه با ضریب 687/0 بر افزایش رضایت کاربران و با ضریب 276/0 بر وفاداری تأثیرگذار است. همچنین رضایت کاربران با ضریب 566/0 بر وفاداری تأثیرگذار می‌باشد.نتیجه‌گیری: راهبردهای بازاریابی نوآورانه در برنامه‌های تلفن همراه رزرو آنلاین هتل باعث افزایش رضایت کاربران از این برنامه‌ها و تبدیل کاربران عادی این برنامه‌ها به کاربران وفادار می‌شود.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Innovative Marketing Strategies to Increase User Satisfaction with Hotel Booking Apps and Transform them into Loyal Users in Iran

نویسندگان [English]

  • Arash Aryan Seresht 1
  • Ali Asghar Tabavar 2
1 Master of E-Commerce, Department of Financial Management, Faculty of Management and Economics, University of Sistan and Baluchestan, Zahedan, Iran
2 Assistant Professor, Department of Financial Management, Faculty of Management and Economics, University of Sistan and Baluchestan, Zahedan, Iran
چکیده [English]

Customer loyalty is an effective and profitable investment for service companies. The present study aims to provide innovative marketing strategies to increase user satisfaction with hotel booking apps and transform them into loyal users in Iran. In this research, the survey method was used to collect data, and the correlation method was used to analyze the data. The statistical population of this study was people who had installed mobile booking apps for Iranian hotels on their mobile phones. A total of 384 of these individuals were selected as the sample using Cochran's formula. A questionnaire based on the Likert scale was used to collect information, and standard descriptive tests and structural equation modeling based on Smart-Pls software were used to analyze the data. Findings obtained from the present study reveal that innovative marketing strategies, with a coefficient of 0.687, increase user satisfaction, and with a coefficient of 0.276, increase loyalty. User satisfaction, with a coefficient of 0.566, also affects loyalty. Innovative marketing strategies in hotel booking apps increase user satisfaction with these apps and turn ordinary users of these apps into loyal users.

کلیدواژه‌ها [English]

  • Innovative marketing strategies
  • Hotel booking apps
  • Satisfaction
  • Loyalty
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