تأثير سمات تقييمات العملاء الإلکترونية على نوايا التعامل مع الفندق "دراسة ميدانية على عملاء الفنادق السياحية في جمهورية مصر العربية"

نوع المستند : المقالة الأصلية

المؤلفون

کلية التجارة - جامعة المنصورة

المستخلص

الملخص:
هدفت هذه الدراسة إلى معرفة تأثير سمات تقييمات العملاء الإلکترونية على نوايا التعامل مع الفندق، وأي من سمات تقييمات العملاء الإلکترونية تؤثر على نوايا التعامل مع الفندق" وقد تم الاعتماد في تجميع البيانات على قائمة استبيان تم استيفاؤها من (403) مفردة من عملاء الفنادق عبر مواقع التواصل الاجتماعي، وقد تم تصميم القائمة على محرک البحث Google Drive، وتم تحليل البيانات باستخدام البرنامج الإحصائي SPSS. وتمثلت أهم نتائج الدراسة أنه يوجد تأثير معنوي لسمات تقييمات العملاء الإلکترونية (عدد التقييمات - دلالة التقييمات – خبرة المقيم – شمولية التقييمات – المنفعة المدرکة) على نوايا التعامل مع الفندق، وعدم وجود تأثير (لتوقيت التقييمات) على نوايا التعامل مع الفندق، وأهم التوصيات کانت اهتمام مديري التسويق بتقييمات العملاء الإلکترونية خاصة التقييمات السلبية حيث تمثل التقييمات السلبية شکوى من العملاء حول الخدمات الفندقية، لذا أن تفاعل مدير التسويق بالرد على التقييم السلبي بسرعه يُساعد في زيادة ثقة العملاء في الفندق وخدماته، حيث إن التغلب على التعليقات السيئة بسرعة ومحاول تدارکها واستغلالها لصالح الفندق تزيد من ثقة العميل في الفندق وفي الخدمة.
Abstract
The current study aimed at identifying the effect of the features of the customers’ online reviews and the Patronage intentions of dealing with the hotel and identifying the features of the customers’ online reviews that affect the patronage intentions of dealing with the hotel. The data was collected using a questionnaire that was completed via social media by 403 hotel customers. The questionnaire was designed on the Google Drive search engine. The data was analyzed using the statistical program of SPSS. The most important results of the study were that there is a significant effect of the features of the customers’ electronic reviews (The volume of the online reviews – The valence of the online reviews – The reviewer expertise - The comprehensiveness of the online reviews – The usefulness of the online reviews) on the Patronage intentions of dealing with the hotel. There is no effect (for the timeliness of the online reviews) on the Patronage intentions of dealing with the hotel. The most important recommendations are that the marketing managers' must pay attention to the online customers’ reviews, especially the negative reviews, as such negative reviews represent a complaint by the customers about the service in the hotel. Therefore, the quick responding by the marketing managers to the negative reviews helps in increasing the customers’ confidence in the hotel and its services, as overcoming the bad comments, trying to correct them and exploiting them for the benefit of the hotel help in increasing the customers’ confidence in the hotel and its services.

الموضوعات الرئيسية


أولاً: المراجع العربية:
التقرير السنوي للبنک المرکزي المصري لعام 2018/2019.
صالح، منى حاتم طاهر. (2015). دور أنشطة المسئولية الاجتماعية في دعم نوايا التعامل مع شرکات خدمات التليفون المحمول في مصر: دراسة تطبيقية. أطروحة(دکتوراه) - جامعه المنصورة. کلية التجارة. قسم ادارة الاعمال.
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