تأثير رفتار ناخوشایند سایر گردشگران بر تجربه کلی گردشگر (مورد مطالعه: رستورانهای شهر مشهد)
محورهای موضوعی :
سید محمد صادق ایرانفر
1
,
هادی رفیعی دارانی
2
1 - مؤسسه آموزش عالی شاندیز
2 - پژوهشکده گردشگری
کلید واژه: رفتار ناخوشایند گردشگر#نظریه ارزیابی# تجربه کلی گردشگر#هیجان منفی#شناخت# مشهد,
چکیده مقاله :
هدف اصلی این مطالعه بررسی چگونگی ارزیابی گردشگر ناظر از بدرفتاری سایر گردشگران در محیط خدمات اشتراکی و تأثير آن بر تجربه کلی گردشگر از تجربه سفر میباشد. آمار و اطلاعات از طریق مصاحبه حضوری و تکمیل پرسشنامه از 411 گردشگر مشهد در سال 1398 بهدست آمد. آزمون فرضیات با روش مدلسازی معادلات ساختاری انجام گردید. نتایج مطالعه نشان داد که گردشگران در مواجهه با بدرفتاری سایر گردشگران در یک محیط خدماتی مشترک، از یک فرایند ارزیابی اولیه و ثانویه عبور نموده که رفتارهای مقابلهای فعال و غیرفعال را بهدنبال خواهد داشت. درک ناتوانی، فریب و تهدید هویت، مهمترین عوامل شناخت در این رویارویی است. درک فریب، تأثير مستقیم بر رفتارهای مقابلهای غیرفعال دارد و در نتیجه گردشگر تمایلی به حل مشکل با شرکت ارائهدهنده خدمات را نداشته و ارتباط مشتری- شرکت را بیسروصدا خاتمه میدهد. درک تهدید هویت، تأثيری مستقیم بر قصد تعویض دارد. درک ناتوانی، گردشگر را از حل فوری مشکل دلسرد نموده، درصورتیکه هیجانات منفی، تأثيری مستقیم و مثبت بر مقابله فعال دارد. همچنین مشخص گردید که هیجانات منفی گردشگر، تأثير منفی و معنیداري بر تجربه کلی گردشگر ميگذارند. بنابراین ارائهدهندگان خدمت، باید به اهمیت مدیریت تعاملات گردشگر-گردشگر و تأثير آن بر تجربه کلی گردشگر توجه داشته باشند.
This study sought to investigate how by-standing tourists evaluate other tourists' misbehavior in a shared service environment and how this evaluation may influence a tourist's overall experience. The required data were obtained through conducting interviews and administering a questionnaire on 411 tourists who visited Mashhad in 2019. Hypothesis testing was performed by structural equation modeling. This study revealed that tourists went through an evaluative process of primary and secondary appraisals that ended in active or passive coping behaviors. It was also found that perceived powerlessness, perceived betrayal, and perceived identity threat were the main cognitive factors in this process. Perceived betrayal exerted a significant effect on passive coping strategies, making the tourists unwilling to solve the problem with the service provider, and thus the customer-to-business relationship was terminated silently. Perceived identity threat positively affected switching intentions. On the other hand, perceived powerlessness discouraged tourists from seeking an immediate solution, while negative emotions led to immediate coping. Tourists' negative emotions were also found to have negatively influenced their evaluation of the overall experience. Therefore, it could be argued that service providers should pay attention to the importance of tourist-to-tourist interaction (TTI) management and take its impact on the overall tourist experience seriously.
·
ایمانخان، نیلوفر؛ ایکانی، صدیقه و فخاریان، میثم. (1392). «بررسی تأثير تعاملات مشتري با مشتري بر رضایت، وفاداري و تبلیغات شفاهی (مورد مطالعه: دفاتر خدمات مسافرتی و جهانگردي شهر سمنان)». فصلنامه مدیریت. 32 . 59-78.
بخشی، حامد؛ هاشمیان، مریم و امیرپور، مهناز. (1398). «بررسی تأثير تجربه تعاملی گردشگران بر نگرش آنان نسبت به جامعه میزبان (مورد مطالعه: شهر مشهد)». دوفصلنامه مطالعات اجتماعی گردشگری. 14. 175-200.
پرهیزگار، محمدمهدی و باقری، صدیقه. (1396). «رابطه میان بدرفتاری مشتریان، ناهمسانی هیجانی و فرسودگی عاطفی با رفتارهای تلافیجویانه کارکنان: نقش تعدیلگر جو حمایت سرپرست». فصلنامه مدیریت سازمانهای دولتی. 5 (4).81-94.
حیدرزاده، کامبیز و جوانبخت، آرزو. (1394). «بررسي تأثير ادراكات محيط خريد بر هيجانات مصرفي، ارزش درك شده و تمايلات رفتاري گردشگران». مجله مديريت بازاريابي. 27. 1-16.
فیض آبادی، حمیده؛ زنگانه، مهدی؛ شجاعی، سامره و مهرانی، هرمز. (1397). «بررسی تأثير موسیقی پسزمینه بر قصد خرید بهواسطه برانگیختگی، لذت، اعتماد و تعدیلکنندگی طبقه محصول». مدیریت بازرگانی. 10 (4). 761-776.
دفتر آمار. (1397). «پژوهش و مطالعات راهبردی معاونت برنامهریزی و توسعه سرمایه انسانی شهرداری مشهد». آمارنامه شهر مشهد 1397، مشهد.
Altinay, L., Song, H., Madanoglu, M., & Wang, X. L. (2019). The influence of customer-to-customer interactions on elderly consumers’ satisfaction and social well-being. International Journal of Hospitality Management, 78, 223-233.
Adam, I., Taale, F., & Adongo, C. A. (2020). Measuring negative tourist-to-tourist interaction: scale development and validation. Journal of Travel & Tourism Marketing, 37(3), 287-301.
Arnold, M. B. (1960). Emotion and personality. Columbia: University Press.
Baker, M. A., & Kim, K. (2018). Other customer service failures: emotions, impacts, and attributions. Journal of Hospitality & Tourism Research, 42(7), 1067-1085.
Berezina, K., Bilgihan, A., Cobanoglu, C., & Okumus, F. (2016). Understanding satisfied and dissatisfied hotel customers: text mining of online hotel reviews. Journal of Hospitality Marketing & Management, 25(1), 1-24.
Cheng, M. (2016). Sharing economy: A review and agenda for future research. International Journal of Hospitality Management, 57, 60-70.
Chin, W. W. (2010). How to write up and report PLS analyses. In Esposito Vinzi, V., Chin, W. W., Henseler, J., & Wang, H (Eds), Handbook of partial least squares: Concepts, methods and applications (pp. 645-689). Heidelberg, Germany, Springer.
Chin, W. W. (2010). How to write up and report PLS analyses. In Esposito Vinzi, V., Chin, W. W., Henseler, J., & Wang, H (Eds), Handbook of partial least squares: Concepts, methods and applications, (pp. 655-690). Heidelberg, Germany, Springer.
Chin, W. W., Peterson, R. A., & Brown, S. P. (2008).Structural equation modeling in marketing: Some practical reminder. Journal of marketing theory and practice, 16(4), 287-298.
Garg, R., Rahman, Z., & Qureshi, M. N. (2014). Measuring customer experience in banks: scale development and validation. Journal of Modelling in Management, 9(1), 87-117.
Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European management journal, 25 (5), 395-410.
Grégoire, Y., Laufer, D., & Tripp, T. M. (2010). A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power. Journal of the Academy of Marketing Science, 38 (6), 738–758.
Grégoire, Y., Tripp, T. M., & Legoux, R. (2009). When customer love turns into lasting Hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73 (11), 18–32.
Grove, S., Fisk, R., Harris, L., Ogbanna, E., John, J., Carlson, L., & Goolsby, J. (2015). Disservice: A framework of sources and solutions. Developments in marketing Science: Proceedings of the academy of marketing science (pp. 169–172).
Gursoy, D., Cai, R. R., & Anaya, G. J. (2017). Developing a typology of disruptive customer behaviors. International Journal of Contemporary Hospitality Management, 29 (9), 2341–2360.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modelling (PLS-SEM). 2nd Ed., Sage: Thousand Oaks.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31 (1), 2-24.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43 (1), 115-135.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. New challenges to international marketing, (20), 277-319.
Henseler, J. & Sarstedt. (2013) Goodness-of-fit indices for partial least squares path modeling. Computational Statistics, 28 (2), 565-580.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9 (2), 132-140.
Hosany, S., Prayag, G., Deesilatham, S., Cauševic, S., & Odeh, K. (2015). Measuring tourists’ emotional experiences: Further validation of the destination emotion scale. Journal of Travel Research, 54 (4), 482–495.
Huang, S. C. L., & Sun, W. E. (2019). Exploration of Social Media for Observing Improper Tourist Behaviors in a National Park. Sustainability, 11 (6), 1637.
Hulland, J. Ryan, M.J. and Rayner, R.K. (2010). Modeling customer satisfaction: a comparative performance evaluation of covariance structure analysis versus partial least squares, In Esposito Vinzi, V.; Chin, W.W.; Henseler, J.; Wang, H. (Eds.), (pp. 307-325). Handbook of Partial Least Squares: Concepts, Methods and Application. Springer, Germany.
Hwang, J., & Seo, S. (2016). A critical review of research on customer experience management: Theoretical, methodological and cultural perspectives. International Journal of Contemporary Hospitality Management, 28 (10), 2218–2246.
Jetten, J., Postmes, T., & McAuliffe, B. J. (2002). “We’re all individuals”: Group norms of individualism and collectivism, levels of identification and identity threat. European Journal of Social Psychology, 32 (2), 189–207.
Kang, M., & Gong, T. (2019). Dysfunctional customer behavior: conceptualization and empirical validation. Service Business, 13 (4), 625-646.
Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2016). When hostile consumers wreak havoc on your brand: The phenomenon of consumer brand sabotage. Journal of marketing, 80 (3), 25-41.
Kim, J. H. (2014). The antecedents of memorable tourism experiences: The development of a scale to measure the destination attributes associated with memorable experiences. Tourism Management, 44, 34–45.
Lazarus, R. S. (1991). Emotion and adaption. Oxford University Press.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80 (6), 69-96.
LePine, M. A., Zhang, Y., Crawford, E. R., & Rich, B. L. (2016). Turning their pain to gain: Charismatic leader influence on follower stress appraisal and job performance. Academy of Management Journal, 59 (3), 1036-1059.
Lin, H., Gursoy, D., & Zhang, M. (2019). Impact of customer-to-customer interactions on overall service experience: A social servicescape perspective. International Journal of Hospitality Management, https://doi.org/10.1016/j.ijhm.2019.102376.
Ma, J., Gao, J., Scott, N., & Ding, P. (2013). Customer delight from theme park experiences: The antecedents of delight based on cognitive appraisal theory. Annals of Tourism Research, 42, 359–381.
Martin, C. L., & Pranter, C. A. (1989). Compatibility management: customer‐to‐customer relationships in service environments. Journal of Services Marketing, Vol. 3, No. 3, 5–15.
McQuilken, L., Robertson, N., & Polonsky, M. (2017). Recovering from other-customer-caused failure: The effect on focal customer complaining. Journal of Hospitality Marketing & Management, 26 (1), 83-104.
Miao, L., Mattila, A. S., & Mount, D. (2011). Other customers in service encounters: A script theoretical perspective. International Journal of Hospitality Management, 30 (4), 933–941.
Moors, A., Boddez, Y., & De Houwer, J. (2017). The power of goal-directed processes in the causation of emotional and other actions. Emotion Review, 9 (4), 310-318.
Moors, A., Ellsworth, P. C., Scherer, K. R., & Frijda, N. H. (2013). Appraisal theories of emotion: State of the art and future development. Emotion Review, 5 (2), 119-124.
Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of travel research, 46 (2), 119-132.
Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business Press.
Reynolds, K. L. & Harris, L.C. (2005). When Service Failure is Not Service Failure: An Exploration of the Forms and Motives of “Illegitimate” Customer Complaining. Journal of Services Marketing, 19 (5), 321–35.
Reynolds, K. L., & Harris, L. C. (2009). "Dysfunctional customer behavior severity: An empirical examination". Journal of retailing, 85 (3), 321-335.
Roseman, I. J. (2013). Appraisal in the emotion system: Coherence in strategies for coping. Emotion Review, 5 (2), 141-149.
Scherer, K. R. (2009). The dynamic architecture of emotion: Evidence for the component process model. Cognition and emotion, 23 (7), 1307-1351.
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
Sembada, A., Tsarenko, Y., & Tojib, D. (2016). The positive effects of customers’ power on their behavioral responses after service failure. Journal of Service Research, 19 (3), 337-351.
Skarlicki, D. P., van Jaarsveld, D. D., Shao, R., Song, Y. H., & Wang, M. (2016). Extending the multifoci perspective: The role of supervisor justice and moral identity in the relationship between customer justice and customer-directed sabotage. Journal of Applied Psychology, 101 (1), 108.
Tenenhaus M, Amato S, Esposito Vinzi V (2004). A global goodness-of-fit index for PLS structural equation modelling. Proceedings of the XLII SIS scientific meeting, pp 739–742.
Wannathanom, C and Rimdusit S. (2019). Study the problem of Chinese tourist's behavior while traveling Thailand and guidelines of tour guides service. The 2019 International Academic Research Conference (pp. 225-225). Amsterdam, Netherlands.
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195.
Westland, J. C. (2010). Lower bounds on sample size in structural equation modeling. Electronic commerce research and applications, 9 (6), 476-487.
Wong, J., Newton, J. D., & Newton, F. J. (2016). Powerlessness following service failure and its implications for service recovery. Marketing Letters, 27 (1), 63-75.
Zhang, J., Beatty, S. E., & Mothersbaugh, D. (2010). A CIT investigation of other customers' influence in services. Journal of Services Marketing, 24 (5), 389–399.
Yin, C. Y., & Poon, P. (2016). The impact of other group members on tourists’ travel experiences. International Journal of Contemporary Hospitality Management, 28, 640–658.
