ارائۀ چارچوبي براي تبيين نقش رسانه هاي اجتماعي در مديريت تجربۀ مشتري صنعت هتلداري

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

ﻫﺪف: ﺑﺎ ﭘﯿﺸﺮﻓﺖ ﻓﻨﺎوريﻫﺎي دﯾﺠﯿﺘﺎل و ﭘﺪﯾﺪ آﻣﺪن ﮐﺎﻧﺎلﻫﺎي ارﺗﺒﺎﻃﯽ ﻧﻮﯾﻨﯽ ﻣﺎﻧﻨﺪ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ، ﻋﺼﺮ اﻃﻼﻋﺎت ﺑﻪ ﻋﺼﺮ دﯾﺠﯿﺘﺎل ﺗﺒﺪﯾﻞﺷﺪه اﺳﺖ. ﻣﺸﺘﺮﯾﺎن اﻣﺮوز، ﺑﯿﺸﺘﺮ زﻣﺎن ﺧﻮد را در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺻﺮف ﻣﯽﮐﻨﻨﺪ و ﺷﺮﮐﺖﻫﺎ ﺑﺎﯾﺪ درﺟﺎﯾﯽ ﺑﺎﺷﻨﺪ ﮐﻪ ﻣﺸﺘﺮﯾﺎﻧﺸﺎن ﺣﻀﻮر دارﻧﺪ. ﺣﻀﻮر ﻓﻌﺎﻻﻧﻪ در رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺑﻪ ﯾﮑﯽ از اﺳﺘﺮاﺗﮋيﻫﺎي ﻣﻬﻢ ﺗﺒﺪﯾﻞﺷﺪه و ﮐﺴﺐوﮐﺎرﻫﺎ ﺑﺎﯾﺪ ﺑﺎ اﺳﺘﻔﺎده از رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ، ﺗﺠﺮﺑﻪاي ﻋﺎﻟﯽ ﺑﺮاي ﻣﺸﺘﺮﯾﺎن ﺧﻮد اﯾﺠﺎد ﮐﻨﻨﺪ. ﻣﻄﺎﻟﻌﮥ ﺣﺎﺿﺮ ﺑﺎﻫﺪف اراﺋﮥ ﭼﺎرﭼﻮﺑﯽ ﺑﺮاي ﺗﺒﯿﯿﻦ ﻧﻘﺶ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ در ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي ﺻﻨﻌﺖ ﻫﺘﻠﺪاري اﻧﺠﺎمﮔﺮﻓﺘﻪ اﺳﺖ. روش: ﺑﺪﯾﻦ ﻣﻨﻈﻮر، اﺑﺘﺪا ﺑﺎ ﻣﺮور ﻣﻄﺎﻟﻌﺎت اﻧﺠﺎمﺷﺪه در ﺣﻮزة ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي ﺻﻨﻌﺖ ﻫﺘﻠﺪاري، ﭼﺎرﭼﻮب اوﻟﯿﮥ ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي اﻧﺘﺨﺎب و ﺳﭙﺲ ﺑﺎ روش ﻣﺮور ﻧﻈﺎمﻣﻨﺪ ﻣﺒﺎﻧﯽ ﻧﻈﺮي، ﻧﻘﺶ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ در ﻫﺮ ﯾﮏ از ﻣﺮاﺣﻞ ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي ﺻﻨﻌﺖ ﻫﺘﻠﺪاري ﺑﯿﺎن ﺷﺪ. ﯾﺎﻓﺘﻪﻫﺎ: ﭼﺎرﭼﻮب اوﻟﯿﮥ ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي در ﺻﻨﻌﺖ ﻫﺘﻠﺪاري ﺷﺎﻣﻞ ﻣﺮاﺣﻞ ﺷﻨﺎﺳﺎﯾﯽ ﻣﺸﺘﺮﯾﺎن، ﻃﺮاﺣﯽ ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي، اﺟﺮاي ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي و ﭘﺎﯾﺶ ﺗﺠﺮﺑﻪ اﺳﺖ. ﺑﺎ اﺳﺘﻔﺎده از ﻣﺮور ﻧﻈﺎمﻣﻨﺪ ادﺑﯿﺎت ﻧﻘﺶ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ در ﻫﺮ ﯾﮏ از اﯾﻦ ﻣﺮاﺣﻞ ﺑﺮرﺳﯽ ﺷﺪ. ﻧﺘﺎﯾﺞ اﯾﻦ ﭘﮋوﻫﺶ ﻧﺸﺎندﻫﻨﺪة آن اﺳﺖ ﮐﻪ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ در ﺗﻤﺎﻣﯽ ﻣﺮاﺣﻞ ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي ﺻﻨﻌﺖ ﻫﺘﻠﺪاري ﻧﻘﺶ دارد و ﺗﻨﻬﺎ در ﯾﮏ ﮔﺎم ﻣﺮﺣﻠﮥ »ﻃﺮاﺣﯽ ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي « ﺑﺎ ﻋﻨﻮان »اوﻟﻮﯾﺖﺑﻨﺪي ﻧﻘﺎط ﺗﻤﺎس« ﻧﻘﺸﯽ از رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﺷﻨﺎﺳﺎﯾﯽ ﻧﺸﺪ.ﻧﺘﺎﯾﺞ: رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ ﯾﮑﯽ از ﻣﻬﻢﺗﺮﯾﻦ ﻣﺆﻟﻔﻪﻫﺎي ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي اﺳﺖ و ﺳﺎزﻣﺎنﻫﺎﯾﯽ ﮐﻪ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ را ﺑﺎﺗﺠﺮﺑﮥ ﻣﺸﺘﺮي ﯾﮑﭙﺎرﭼﻪ ﮐﺮدهاﻧﺪ، ﺑﺮاي ﻣﺸﺘﺮﯾﺎن ﺧﻮد ﺗﺠﺮﺑﻪاي ﺑﻬﺘﺮ از رﻗﺒﺎ رﻗﻢزدهاﻧﺪ. ﻣﺪﯾﺮان ﻫﺘﻞﻫﺎ ﺑﺎﯾﺪ ﺑﻪ ﻧﻘﺶ و ﻗﺎﺑﻠﯿﺖ رﺳﺎﻧﻪﻫﺎي اﺟﺘﻤﺎﻋﯽ در ﻣﺪﯾﺮﯾﺖ ﺗﺠﺮﺑﮥ ﻣﺸﺘﺮﯾﺎن ﭘﯽ ﺑﺮده و از اﯾﻦ اﺑﺰار ﺑﺮاي ﮐﺴﺐ ﻣﺰﯾﺖ رﻗﺎﺑﺘﯽ و ﭘﯿﺸﺮوي در ﺑﺎزار ﺑﻬﺮه ﺑﺒﺮﻧﺪ.

‌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.