ارائه چارچوبی برای تبیین نقش رسانه های اجتماعی در مدیریت تجربه مشتری صنعت هتلداری: مرور نظام‌مند مبانی نظری

نوع مقاله : علمی - پژوهشی

نویسندگان

دانشگاه تهران

چکیده

با پیشرفت فناوری‌های دیجیتال و بوجودآمدن کانال‏های ارتباطی نوینی مانند رسانه‏های اجتماعی، عصر اطلاعات به عصر دیجیتال تبدیل شده است. در عصر دیجیتال، رفتار مشتریان با استفاده از فناوری‏های نوظهور تغییر کرده است. شرکت‏ها باید بر تغییرات ایجاد شده در رفتار و انتظارات مشتریان توجه داشته و خود را با این تغییرات وفق دهند. مشتریان امروز، بیشتر زمان خود را در رسانه‏های اجتماعی صرف می‏کنند و شرکت‏ها باید در جایی باشند که مشتریانشان حضور دارند. حضور فعالانه در رسانه‏های اجتماعی به یکی از استراتژی‏های مهم تبدیل شده و کسب‏وکارها باید با استفاده از رسانه‏های اجتماعی تجربه‏ای عالی برای مشتریان خود ایجاد نمایند. مطالعه‏ی حاضر با هدف ارائه چارچوبی برای تبیین نقش رسانه‏های اجتماعی در مدیریت تجربه مشتری صنعت هتلداری انجام گرفته است. بدین منظور، ابتدا با مرور مطالعات انجام شده در حوزه‏ی مدیریت تجربه مشتری صنعت هتلداری، چارچوب اولیه مدیریت تجربه مشتری انتخاب شد. سپس با روش مرور سیستماتیک مبانی نظری نقش رسانه‏های اجتماعی در هر یک از مراحل مدیریت تجربه مشتری صنعت هتلداری بیان ‏می‌گردد. نتایج این پژوهش نشان‌دهنده آنست که رسانه‏های اجتماعی در تمامی مراحل مدیریت تجربه مشتری صنعت هتلداری نقش دارد و تنها در یک گام مرحله‏ی «طراحی تجربه مشتری» نقشی از رسانه‌های اجتماعی شناسایی نشد.

کلیدواژه‌ها


عنوان مقاله [English]

Framework for Explaining the Role of Social Media in Customer Experience Management for Hoteling Industry: Systematic Literature Review

نویسندگان [English]

  • Samaneh Rahimian
  • Mehdi ShamiZanjani
  • Amir Manian
  • Mohammad Rahim Esfiddani
University of Tehran
چکیده [English]

objecive: Information age has transformed into the digital age by developing digital technologies and new communication channels, such as social media. Customers spend most of their time in social media and companies have to be where their customers are. Active social media presence is a key strategy for all businesses and they must create memorable and superior customer experience by using these platforms. This research aims at developing a framework for explaining the role of social media in customer experience management in hotel industry.
Methodology: To do so, first by reviewing the literature, we select a framework for customer experience management in hotel industry. Then, we explain the role of social media in its stages and steps, using systematic literature review.
Findings: With literature review, we obtained a four-stage framework for CEM in the hotel industry. These four stages are customer identification, customer experience design, customer experience implementation, and customer experience measurement. With SLR, the study shows that social media has an important role in all stages, except in one step, touchpoint prioritization.
Result: Social media is one of the most important components of the customer experience, and organizations that integrate social media with the customer experience have created better experiences for their customers than competitors. Hotel managers need to understand the role and capabilities of social media in managing the customer experience and use this tool to gain a competitive advantage and advance in the market.

کلیدواژه‌ها [English]

  • Customer Experience
  • customer experience management
  • social media
  • hotel industry
 
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