الگوي ساختاري رابطه كيفيت خدمات خارجي بر رضايت مشتريان در زنجيره تأمين صنعت هتلداري

The structural model of the relationship between external service quality on customer satisfaction in the hospitality industry supply chain

ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت، ﻳﻜﻲ از ﺷﺎﺧﺺﻫﺎي ﻣﻬﻢ اﻧﺪازهﮔﻴﺮي رﺿﺎﻳﺖ ﻣﺸﺘﺮي در ﺻﻨﻌﺖ ﻫﺘﻠﺪاري اﺳﺖ. از اﻳﻦرو، ﺑﻪ ﻣﻨﻈﻮر دﺳﺖﻳﺎﺑﻲ ﺑﻪ ﻣﺰﻳﺖ رﻗﺎﺑﺘﻲ و ﺣﻔﻆ ﻣﺸﺘﺮﻳﺎن، ﺑﻬﺒﻮد ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت، ﺑﻪ اﺑﺰاري ﻣﻬﻢ در ﺻﻨﻌﺖ ﻫﺘﻠﺪاري ﺟﻬﺖ رﺳﻴﺪن ﺑﻪ رﺿﺎﻳﺖ ﻣﺸﺘﺮﻳﺎن ﺗﺒﺪﻳﻞ ﺷﺪه اﺳﺖ. ﻟﺬا اﻳﻦ ﭘﮋوﻫﺶ، ﺑﻪ ﺑﺮرﺳﻲ اﺑﻌﺎد ﺧﺎرﺟﻲ و داﺧﻠﻲ ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت ﺑﺮ رﺿﺎﻳﺖ ﻣﺸﺘﺮﻳﺎن در زﻧﺠﻴﺮه ﺗﺄﻣﻴﻦ ﺻﻨﻌﺖ ﻫﺘﻠﺪاري ﻣﻲﭘﺮدازد. در اﻳﻦ ﺗﺤﻘﻴﻖ، ﺗﻌﺪاد 265 ﭘﺮﺳﺸﻨﺎﻣﻪ ﺟﻤﻊآوري و ﺑﺎ اﺳﺘﻔﺎده از ﻣﺪﻟﺴﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﻧﺮماﻓﺰار ﻟﻴﺰرل 8,5 ﺑﺮرﺳﻲ ﺷﺪ، و ﺗﺄﺛﻴﺮ ﺷﺎﺧﺺﻫﺎي ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت ﺧﺎرﺟﻲ )ﭼﺎﺑﻜﻲ، اﻋﺘﺒﺎر، ﺗﻄﺎﺑﻖ، رواﺑﻂ، ﻫﻢﺗﺮازي و ﻗﺎﺑﻠﻴﺖ اﻃﻤﻴﻨﺎن ﺧﺪﻣﺎت، ﺻﻼﺣﻴﺖ ﺧﺪﻣﺎت( ﺑﺮ ﺷﺎﺧﺺﻫﺎي ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت داﺧﻠﻲ و رﺿﺎﻳﺖ ﻣﺸﺘﺮﻳﺎن ﻣﻮرد ﺑﺮرﺳﻲ ﻗﺮار ﮔﺮﻓﺘﻨﺪ. ﻧﺘﺎﻳﺞ ﻧﺸﺎن ﻣﻲدﻫﺪ، ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت داﺧﻠﻲ ﺑﻪﻃﻮر ﻣﺴﺘﻘﻴﻢ ﺑﻴﺸﺘﺮﻳﻦ ﺗﺄﺛﻴﺮ را ﻧﺴﺒﺖ ﺑﻪ ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت ﺧﺎرﺟﻲ ﺑﻪ ﻃﻮر ﻏﻴﺮﻣﺴﺘﻘﻴﻢ و ﺑﺎ واﺳﻄﻪ ﻣﻴﺎﻧﺠﻲ ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت داﺧﻠﻲ( ﺑﺮ رﺿﺎﻳﺖ ﻣﺸﺘﺮﻳﺎن دارد، ﻫﻤﭽﻨﻴﻦ از ﻣﻴﺎن ﺷﺎﺧﺺﻫﺎي ﻣﺮﺑﻮط ﺑﻪ اﺑﻌﺎد ﻛﻴﻔﻴﺖ،ﭼﺎﺑﻜﻲ 0/76 و ﺻﻼﺣﻴﺖ ﺧﺪﻣﺎت )0/56 ﺑﻪ ﺗﺮﺗﻴﺐ داراي ﺑﻴﺸﺘﺮﻳﻦ و ﻛﻤﺘﺮﻳﻦ اﺛﺮ ﺑﺮ روي ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت ﺧﺎرﺟﻲ و اﻃﻤﻴﻨﺎن 0/78 و ﻣﺤﺴﻮس ﺑﻮدن )0/66 ﻧﻴﺰ ﺑﻪ ﺗﺮﺗﻴﺐ ﺑﻴﺸﺘﺮﻳﻦ و ﻛﻤﺘﺮﻳﻦ ﺗﺄﺛﻴﺮ را ﺑﺮ روي ﻛﻴﻔﻴﺖ ﺧﺪﻣﺎت داﺧﻠﻲ دارﻧﺪ.

service Quality, is an important index to measure customer satisfaction in the hotel industry. Therefore, in order to achieve a competitive advantage and customers retaining, service quality improvement, has been transformed to an important tool to achieve customer satisfaction in the hotel industry. The aim of this study is examine the external and internal dimensions of service quality on customer satisfaction in the hotel industry's supply chain. In this study, 265 questionnaires (Parkash, 2011) collecting and analyzed by structural equation modeling and LISREL 8.5, and the impact of external service quality indicators (agility, reliability, compatibility, relationships, alignment and reliability services, qualification Services) were evaluated on internal service quality indicators and customer satisfaction. The results show, the internal service quality directly greatest impact on the external service quality (indirectly and through the intermediary internal service quality) on customer satisfaction, as well as the indicators related to the quality, agility (76 / 0) and service qualification (56/0) have the highest and lowest impact on the external service quality respectively and reliability (78/0) and evident (66/0) as well as the highest and lowest impact on the internal service quality.