نقش ارزش تجربی در کیفیت ارتباط با مشتریان آژانس های مسافرتی
الموضوعات :
عباسقلی سنگی نور پور
1
(علوم انسانی)
الکلمات المفتاحية: کیفیت ارتباط, ارزش تجربی, آژانس مسافرتی, مدل یابی معادلات ساختاری,
ملخص المقالة :
پژوهش حاضر به منظور بررسی تاثیر ارزش تجربی بر ابعاد سازنده کیفیت ارتباط صورت گرفته است. برای نیل به هدف پژوهش، مدل پیشنهادی با داده هایی که به روش نمونه گیری قضاوتی از 170 نفر از مشتریان آژانس های مسافرتی معتبر در شمال غرب ایران گردآوری شده است، بر اساس روش مدل یابی معادلات ساختاری و توسط نرم افزار اسمارت پی ال اس 7/2/3 مورد آزمون قرار گرفته است. یافته های تحقیق از تأثیر ارزش تجربی بر سازه های تشکیل دهنده کیفیت ارتباط پشتیبانی می کند. نقش واسطه ای رضایت و اعتماد نیز مورد تأیید قرار گرفته است. پیشنهاد مدل مفهومی برای اولین بار و آزمون آن در جامعه آماری مورد نظر از جنبه های نوآورانه تحقیق می باشد. پیشنهاداتی برای مدیران جهت بهبود کیفیت ارتباط با مشتریان و نیز محققان آتی ارائه شده است.
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