واکاوی و الویت‌بندی کیفیت خدمات هتل‌های 5 ستاره جزیرة کیش (مطالعه موردی پروژة جهت 2022)
محورهای موضوعی : مدیریت
امیرمحسن مدنی
1
(استادیار گروه طراحی صنعتی. دانشگاه آزاد اسلامی واحد یادگار امام خمینی (ره) شهرری. تهران، ایران)
لیلا باقری نظام آباد
2
(استادیار گروه طراحی صنعتی. دانشگاه آزاد اسلامی واحد تهران غرب. تهران، ایران.)
جواد جمالی
3
(مربی گروه مدیریت جهانگردی. دکترای مدیریت و برنامه‌ریزی فرهنگی، دانشگاه آزاد اسلامی واحد تهران غرب. تهران، ایران)
کلید واژه: خلاقیت, کیفیت خدمات, سبک طراحی, هتل پنج ستاره,
چکیده مقاله :
عملکرد کیفی و جایگاه خدماتی هتل، از نظر ماهیت بازتاب دهندة سلیقة بازار و بیانگر فرهنگ جامعة میزبان است. از آنجایی که در صنعت گردشگری، اقامت در هتل از جذابیت‌های سفر محسوب می‌شود، لزوم بهره‌مندی از خلاقیت در ارائه خدمات پـویـا، اجتناب ناپذیر است؛ لذا کسب امتیاز رتبه‌بندی خدمات و امتیاز طبقه‌بندی فیزیکی ساختمان هتل‌ها که در مجموع درجه‌بندی نامیده می‌شود، از مهم‌ترین معیارهای ارزیابی مورد انتظار در صنعت میهمان‌نوازی است. بدین لحاظ، پژوهش حاضر با هدف ارزیابی و سنجش کیفیت هتل‌های برتر جزیرة کیش به بررسی عوامل تأثیرگذار و الویت‌بندی خدمات هتل به صورت کیفی -کمی می‌پردازد. به این منظور، ضمن مصاحبه با خبرگان و استادان دانشگاهی، شاخص‌های مهم و اثرگذار شناسایی شدند و با استفاده از روش‌هاى تصمیم‌گیرى چند معیاره MCDM و بهره‌مندی از نرم‌افزار Expert Choice تحلیل محتوا استخراج گردید. یافته‌های تحقیق نشان داد خدمات ارائه شدة هتل‌های 5 ستاره کیش در مقایسه با بهای پرداختی، وضعیت مطلوبی ندارند. همچنین، با تحلیل محتوی و اولویت‌بندی معیارهای اثرگذار، مشخص شد شاخص سبک طراحی فیزیک ظاهری هتل در رتبة نخست، گستره و تنوع خدمات در رتبة دوم، خلاقیت و نوآوری خدمات در مرتبة سوم قرار دارند. نهایتاً، پیش از هر فعالیتی ساختمان هتل‌ها باید بر پایة طرح‌ها و ایده‌های علمی تعمیر، بازسازی و مرمت شوند و مدیران این صنعت با هدف رضـایت مـشتری و دوام خود ضمن ارزیـابی مستمر اسـتراتژی‌های کیفیـت خدمات باید به‌دنبال اصلاح و تطبیق دیدگاه‌های سنتی خود با آراء میهمانان و گردشگران باشند و برای شناخت و جذب مشتریان با بهره‌گیری از فن‌آوری‌های نوین بر ارتقاء فعالیت‌های کیفی خدمات و همچنین تعامل با نسل جدید گردشگران جوان تمرکز نمایند و به دنبال رفع و بهبود نقاط ضعف خدمات خود باشند.
The purpose of this study is to evaluate the quality of the top hotels of Kish Island to examine the influential factors and to prioritize hotel services qualitatively-quantitatively; For this purpose, while interviewing experts and university professors, important and effective indicators were identified, and content analysis was extracted using multi-criteria MCDM decision-making methods and using Expert choice software. The research findings showed that the services provided by 5-star hotels in Kish are not in a good condition compared to the price paid; Also, by analyzing the content and prioritizing the effective criteria, it was found that the hotel's physical design style index is in the first place, the scope and variety of services are in the second place, and creativity and service innovation are in the third place; Finally, before any activity, hotel buildings should be repaired, renovated and renovated based on scientific plans and ideas, and industry managers, with the aim of customer satisfaction and durability, while continuously evaluating service quality strategies, should seek to correct and adapt their traditional views to those of tourists. To identify and attract customers by using new technologies to focus on improving the quality of service activities as well as interaction with the new generation of young tourists and seek to eliminate and improve the weaknesses of their services.
Asadi, M., Azar, A., & Naghavi, S. (2017). Evaluation and Analysis of Traditional Hotels Quality of Services (QoS) Using Importance-Performance Analysis Tool from Domestic Tourists’ perspective (Case Study: Selected Traditional Hotels of Yazd Province). Tourism Management Studies, 12(39), 1-26. https://doi.org/10.22054/tms.2017.14822.1421 (In Persian)
Bahari, j., & Bahari, S. (2021). Investigating the Relationship between Service Quality and Customer's Satisfaction, Loyalty, and Trust: A Case Study of Tehran's Enghelab and Laleh Hotels Social Studies in Tourism, 18, 143-183. (Springer, Boston, MA.) (In Persian)
Baqari Nizamabad, L. (2013). Designing a cultural-artistic model of hospitality services in 4-star hotels in Iran with an industrial design approach [ Ph.D. Thesis, Islamic Azad university. North Tehran Branch.]. (In Persian)
Chen, C. M., Lee, H. T., Chen, S. H., & Tsai, T. H. (2014). The police satisfaction between police staff and citizens. Policing: An International Journal of Police Strategies and Management, 37(3), 521-542.
Eghtaei, B. (2014). Planning and development of tourism in Kish Island (with emphasis on Nowruz travelers) [Master Thesis, Islamic Azad university, Garmsar Branch]. (In Persian)
Fitz Simmons, J. E., & Fitz Simmons, M. (2008). Management of services, strategy, operations and information technology (S. M. Arabi & D. Izadi, Trans.; 1 ed.). Cultural Research Office, Tehran. (In Persian)
Ghafari, M., Kiai, S. A., Abbasi, A., & Khoshrou, M. (2022). Develop a model for measuring the perceived quality of Tehran's tourism destination from the perspective of international tourists. Quarterly Journal of Urban and Regional Development Planning, 6(19), 137-164. https://doi.org/10.22054/urdp.2022.62495.1364 (In Persian)
Gkiotsalitis, K. (2021). A model for modifying the public transport service patterns to account for the imposed COVID-19 capacity. Transportation Research Interdisciplinary Perspectives, 9. https://doi.org/10.1016/j.trip.2021.100336
Haghighi Kafash, M., & Bagheri, H. (2013). Service quality and customer loyalty in four-star hotels of Shiraz. Tourism Management Studies, 7(20), 1-29. https://doi.org/10.22054/tms.2013.3979 (In Persian)
Jenaabadi, H., Abili, K., Nastiezaie, N., & Yaghubi, N. M. (2011). The gap between perception and expectations of patients of quality of treatment centers in Zahedan by using the Servqual model. Payesh, 10(4), 449-457. http://payeshjournal.ir/article-1-498-en.html (In Persian)
Jung, j. h., Yoo, j. j., & Arnold, t. j. (2021). The influence of a retail store manager in developing frontline employee brand relationship, service performance and customer loyalty. Journal of Business Research, 122, 362–372. https://doi.org/10.1016/j.jbusres.2020.09.010
Karroubi, M., Bahari, J., Mohammadi, S., Bazleh, M., & Bahari, S. (2019). The Impact of Service Quality on Customer Trust in the Hotel Industry (Case Study: Narenjestan Noor Five Star Hotel). Geography and Human Relations, 1(1), 80-97. (In Persian)
Kheng, L. L., Mahamad, O., Ramayah, T., & Mosahab, R. (2015). The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia. International Journal of Marketing Studies, 2(2), 57-66.
Kundu, S., & Datta, S. K. (2015). Impact of trust on the relationship of e-service quality and customer satisfaction. EuroMed Journal of Business, 10(1), 21-46.
Madani, A. M. (2013). Designing a local model for ranking and classifying hotels in Iran [Ph.D. Thesis, Islamic Azad University, Science and Research Branch]. Tehran (In Persian)
Modarressi, M. (2007). Descriptive dictionary of words. Nika Press, Tehran (In Persian)
Organization, K. F. Z. (2022). Comprehensive statistical report on the performance of the Deputy Minister of Tourism of the Kish Free Zone Organization. . (In Persian)
Qiu, S., Alizadeha, A., Larry, M., & Dooleya, R. Z. (2019). The effects of authentic leadership on trust in leaders, organizational citizenship behavior, and service quality in the Chinese hospitality industry. Journal of Hospitality and Tourism Management, 40, 77–87.
Rusta, A., Venus, D., & Ebrahimi, A. H. (2021). Marketing Management (15 ed.). Side Publications, Tehran. (In Persian)
Sakyi, D. (2020). A comparative analysis of service quality among ECOWAS seaports. Transportation Research Interdisciplinary Perspectives, 6, 1-10.
Shen, C., & Yahya, Y. (2021). The impact of service quality and price on passengers' loyalty towards low-cost airlines: The Southeast Asia perspective. Journal of Air Transport Management, 91, 1-12.
Suoniemi, S., Terho, H., Zablah, A., Olkkonen, R., & Straub, D. W. (2021). The impact of firm-level and project-level it capabilities on CRM system quality and organizational productivity. Journal of Business Research, 127, 108–122. https://doi.org/10.1016/j.jbusres.2021.01.007
Umesh Gunarathne, W. H. D. P. (2014). Relationship between Service Quality and Customer Satisfaction in Sri LanKan Hotel Industry. International Journal of Scientific & Research Publications, 4(11), 1-8.
Vargas, S. l., & Lusch, R. F. (2004). The four service marketing myths- remnants of a goods- based manufacturing model. Journal of Service Research, 6, 324-333.
Wang, X., Lu , J., Feng, Y., & Liu, L. (2021). Antecedents and mediating role of IT service climate in IT service quality: A mixed methods study. International journal of information management, 57, 1-10. www.qualityintourism.com/wp-content/.../Hotel-Standard-INT
_||_Asadi, M., Azar, A., & Naghavi, S. (2017). Evaluation and Analysis of Traditional Hotels Quality of Services (QoS) Using Importance-Performance Analysis Tool from Domestic Tourists’ perspective (Case Study: Selected Traditional Hotels of Yazd Province). Tourism Management Studies, 12(39), 1-26. https://doi.org/10.22054/tms.2017.14822.1421 (In Persian)
Bahari, j., & Bahari, S. (2021). Investigating the Relationship between Service Quality and Customer's Satisfaction, Loyalty, and Trust: A Case Study of Tehran's Enghelab and Laleh Hotels Social Studies in Tourism, 18, 143-183. (Springer, Boston, MA.) (In Persian)
Baqari Nizamabad, L. (2013). Designing a cultural-artistic model of hospitality services in 4-star hotels in Iran with an industrial design approach [ Ph.D. Thesis, Islamic Azad university. North Tehran Branch.]. (In Persian)
Chen, C. M., Lee, H. T., Chen, S. H., & Tsai, T. H. (2014). The police satisfaction between police staff and citizens. Policing: An International Journal of Police Strategies and Management, 37(3), 521-542.
Eghtaei, B. (2014). Planning and development of tourism in Kish Island (with emphasis on Nowruz travelers) [Master Thesis, Islamic Azad university, Garmsar Branch]. (In Persian)
Fitz Simmons, J. E., & Fitz Simmons, M. (2008). Management of services, strategy, operations and information technology (S. M. Arabi & D. Izadi, Trans.; 1 ed.). Cultural Research Office, Tehran. (In Persian)
Ghafari, M., Kiai, S. A., Abbasi, A., & Khoshrou, M. (2022). Develop a model for measuring the perceived quality of Tehran's tourism destination from the perspective of international tourists. Quarterly Journal of Urban and Regional Development Planning, 6(19), 137-164. https://doi.org/10.22054/urdp.2022.62495.1364 (In Persian)
Gkiotsalitis, K. (2021). A model for modifying the public transport service patterns to account for the imposed COVID-19 capacity. Transportation Research Interdisciplinary Perspectives, 9. https://doi.org/10.1016/j.trip.2021.100336
Haghighi Kafash, M., & Bagheri, H. (2013). Service quality and customer loyalty in four-star hotels of Shiraz. Tourism Management Studies, 7(20), 1-29. https://doi.org/10.22054/tms.2013.3979 (In Persian)
Jenaabadi, H., Abili, K., Nastiezaie, N., & Yaghubi, N. M. (2011). The gap between perception and expectations of patients of quality of treatment centers in Zahedan by using the Servqual model. Payesh, 10(4), 449-457. http://payeshjournal.ir/article-1-498-en.html (In Persian)
Jung, j. h., Yoo, j. j., & Arnold, t. j. (2021). The influence of a retail store manager in developing frontline employee brand relationship, service performance and customer loyalty. Journal of Business Research, 122, 362–372. https://doi.org/10.1016/j.jbusres.2020.09.010
Karroubi, M., Bahari, J., Mohammadi, S., Bazleh, M., & Bahari, S. (2019). The Impact of Service Quality on Customer Trust in the Hotel Industry (Case Study: Narenjestan Noor Five Star Hotel). Geography and Human Relations, 1(1), 80-97. (In Persian)
Kheng, L. L., Mahamad, O., Ramayah, T., & Mosahab, R. (2015). The Impact of Service Quality on Customer Loyalty: A Study of Banks in Penang, Malaysia. International Journal of Marketing Studies, 2(2), 57-66.
Kundu, S., & Datta, S. K. (2015). Impact of trust on the relationship of e-service quality and customer satisfaction. EuroMed Journal of Business, 10(1), 21-46.
Madani, A. M. (2013). Designing a local model for ranking and classifying hotels in Iran [Ph.D. Thesis, Islamic Azad University, Science and Research Branch]. Tehran (In Persian)
Modarressi, M. (2007). Descriptive dictionary of words. Nika Press, Tehran (In Persian)
Organization, K. F. Z. (2022). Comprehensive statistical report on the performance of the Deputy Minister of Tourism of the Kish Free Zone Organization. . (In Persian)
Qiu, S., Alizadeha, A., Larry, M., & Dooleya, R. Z. (2019). The effects of authentic leadership on trust in leaders, organizational citizenship behavior, and service quality in the Chinese hospitality industry. Journal of Hospitality and Tourism Management, 40, 77–87.
Rusta, A., Venus, D., & Ebrahimi, A. H. (2021). Marketing Management (15 ed.). Side Publications, Tehran. (In Persian)
Sakyi, D. (2020). A comparative analysis of service quality among ECOWAS seaports. Transportation Research Interdisciplinary Perspectives, 6, 1-10.
Shen, C., & Yahya, Y. (2021). The impact of service quality and price on passengers' loyalty towards low-cost airlines: The Southeast Asia perspective. Journal of Air Transport Management, 91, 1-12.
Suoniemi, S., Terho, H., Zablah, A., Olkkonen, R., & Straub, D. W. (2021). The impact of firm-level and project-level it capabilities on CRM system quality and organizational productivity. Journal of Business Research, 127, 108–122. https://doi.org/10.1016/j.jbusres.2021.01.007
Umesh Gunarathne, W. H. D. P. (2014). Relationship between Service Quality and Customer Satisfaction in Sri LanKan Hotel Industry. International Journal of Scientific & Research Publications, 4(11), 1-8.
Vargas, S. l., & Lusch, R. F. (2004). The four service marketing myths- remnants of a goods- based manufacturing model. Journal of Service Research, 6, 324-333.
Wang, X., Lu , J., Feng, Y., & Liu, L. (2021). Antecedents and mediating role of IT service climate in IT service quality: A mixed methods study. International journal of information management, 57, 1-10. www.qualityintourism.com/wp-content/.../Hotel-Standard-INT