مرور شعف مشتری، استخراج مضامین تاثیرگذار: شعف مشتری در صنعت ورزش
الموضوعات :
فرید گنجی
1
(دانشگاه کردستان)
سردار محمدی
2
(دانشگاه کردستان)
تاريخ الإرسال : 19 الأحد , ربيع الثاني, 1444
تاريخ التأكيد : 11 الإثنين , شوال, 1444
تاريخ الإصدار : 02 الإثنين , ذو القعدة, 1444
الکلمات المفتاحية:
شعف مشتری",
وفاداری",
قصد خرید مجدد",
رفتار مصرف کننده",
",
ملخص المقالة :
مفهوم شعف مشتری حدودا از20 سال پیش به ادبیات دانشگاهی معرفی شد. از آن زمان تاکنون دانشگاهیان زیادی این ساختار را در بسترهای مختلفی مطالعه کرده‌اند. متاسفانه تا به امروز مرور سیستماتیکی از شعف صورت نگرفته است، لذا هدف این تحقیق مرور جامعی از این ساختار است. اهداف اصلی این مرور شامل تعیین مضامین عمومی ادبیات شعف فعلی، برجسته سازی نقاط قوت و ضعف ادبیات شعف تا به امروز و ایجاد برنامه تحقیقی است که راهنمایی را برای افزایش گستره و عمق تحقیقات شعف فراهم می‌کند. مرور سیستماتیکی از ادبیاتی صورت گرفته تا آن چه را که درباره شعف از بعد میان رشته‌ای مشهود است مانند رشته‌های مهمان‌پذیری، اقتصاد، مدیریت و بازاریابی را هم پوشش دهد. مطالعه حاضر از نوع ثانویه و مرور و بررسی منابع دست اول و مقالات در این حوزه بود. به‌منظور مطالعه دقیق، محقق از سال 1398 تا 1401 به بررسی منابع حوزه شعف مشتری در بخش ورزشی و عمومی پرداخت. این یک اقدام برجسته در ادبیات است چرا که ساختار شعف مشتری نتایج مهمی را برای هر دو گروه دست اندرکاران و محققان این عرصه دارد. به‌علاوه تغییراتی در نحوه درک، بررسی و به‌کارگیری ساختار شعف نیز ایجاد شده است. برای رسیدن به پیشرفت‌های بیشتر، درک روشنی از تحقیقات حوزه شعف مشتری لازم است.
المصادر:
Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2017). Enhancing service loyalty: The roles of delight, satisfaction, and service quality. Journal of Travel Research, 56 (4), 436–450. doi:10.1177/0047287516649058
Ali, F., Kim, M. G., & Ryu, K. (2016). The effect of physical environment on passenger delight and satisfaction: Moderating effect of national identity. Tourism Management, 57, 213–224. doi:10.1016/j. tourman.2016.06.004.
Ali, F., Kim, W. G., Li, J., & Jeon, H.-M. (2018). Make it delightful: Customers’ experience, satisfaction and loyalty in malaysian theme parks. Journal of Destination Marketing & Management, 11(March), 1–11. doi:10.1016/j.jdmm.2016.05.003.
Ball, J., & Barnes, D. C. (2017). Delight and the grateful customer: Beyond joy and surprise. Journal of Service Theory and Practice, 27(1), 250–269. doi:10.1108/JSTP01-2016-0013.
Barnes, D. C., Kraemer, T., Gouthier, M. H., Ludwig, N., & Giese, A. (2021). After-service gifts: evaluating how presence, context and value impact customer satisfaction and customer delight. Journal of Marketing Theory and Practice, 29(3), 343-357.
Barnes, D.C., Krallman, A., 2019. Customer delight: a review and agenda for research. J. Theory Pract. 27 (2), 174–195.
Barnes, D. C., Collier, J. E., Howe, V., & Douglas Hoffman, K. (2016a). Multiple paths to customer delight: The impact of effort, expertise and tangibles on joy and surprise. Journal of Services Marketing, 30(3), 277–289. doi:10.1108/JSM-05-2015-0172.
Barnes, D. C., Meyer, T., & Kinard, B. R. (2016b). Implementing a delight strategy in a restaurant setting: The power of unsolicited recommendations. Cornell Hospitality Quarterly, 57(3), 329–342. doi:10.1177/ 1938965515626296.
Barnes, D. C., Ponder, N. P., & Dugar, K. (2011). Investigating the key routes to customer delight. Journal of Marketing Theory & Practice, 19(4), 357–373. doi:10.2753/MTP1069-6679190401
Bartl, C., Gouthier, M. H. J., & Lenker, M. (2013). Delighting consumers click by click: Antecedents and effects of delight online. Journal of Service Research, 16(3), 386–399. doi:10.1177/1094670513479168.
Beauchamp, M. B., & Barnes, D. C. (2015). Delighting baby Boomers and Millennials: Factors that matter most. Journal of Marketing Theory and Practice, 23(3), 338–350. doi:10.1080/10696679.2015.1032472.
Berman, B. (2005). How to delight your customers. California Management Review, 48(1), 129–151. doi:10.2307/ 41166331
Bergkvist, L., & Rossiter, J. R. (2007). The predictive validity of multiple-item versus single-item measures of the same constructs. Journal of Marketing Research, 44(2), 175–184. doi:10.1509/jmkr.44.2.175.
Bowden, J. L.-H., & Dagger, T. S. (2011). To delight or not to delight? an investigation of loyalty formation in the restaurant industry. Journal of Hospitality Marketing & Management, 20(5), 501–524. doi:10.1080/ 19368623.2011.570637
Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48–63. doi:10.1509/JMKG.72.3.048.
Collier, J. E., & Barnes, D. C. (2015). Self-service delight: Changing the focus of traditional self-service technology. Journal of Business Research, 68(5), 986–993. doi:10.1016/j.jbusres.2014.09.036.
Collier, J. E., Barnes, D. C., Abney, A. K., & Pelletier, M. P. (2018). Idiosyncratic service experiences: When customers desire the extraordinary in a service encounter. Journal of Business Research, 84(3), 150–161. doi:10.1016/j.jbusres.2017.11.016.
Crotts, J. C., & Magnini, V. P. (2011). The customer delight construct: Is surprise essential? Annals of Tourism Research, 38(2), 719–722. doi:10.1016/j. annals.2010.03.004
Finn, A. (2005). Reassessing the foundations of customer delight. Journal of Service Research, 8(2), 103–116. doi:10.1177/1094670505279340.
Finn, A. (2006). Generalizability modeling of the foundations of customer delight. Journal of Modeling in Management, 1(1), 18–32. doi:10.1108/ 17465660610667784
Finn, A., 2012. Customer delight: distinct construct or zone of nonlinear response to customer satisfaction? J. Serv. Res. 15 (1), 99–110.
Guidice, R. M., Barnes, D. C., & Kinard, B. R. (2020). Delight spirals: the cause and consequence of employee perceived customer delight. Journal of Service Theory and Practice
Hicks, J. M., Page, T. J., Behe, B. K., Dennis, J. H., & Fernandez, R. T. (2005). Delighted customers buy Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 18, 94–104
Kim, G.M., Mattila, A.S., 2013. Does a surprise strategy need words? The effect of explanations for a surprise strategy on customer delight and expectations. J. Serv. Marketing 27 (5), 361–370.
Kim, M., Vogt, C. A., & Knutson, B. J. (2015). Relationships among customer satisfaction, delight and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), 170–197. doi:10.1177/ 1096348012471376.
Kumar, A., Olshavsky, R. W., & King, M. F. (2001). Exploring alternative antecedents of customer delight. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 14–26.
Lee, S. A., & Shea, L. (2015). Investigating the key routes to customers’ delightful moments in the hotel context. Journal of Hospitality Marketing & Management, 24, 532–553. doi:10.1080/19368623.2014.925840
Liu, M. W., & Keh, H. T. (2015). Consumer delight and outrage: Scale development and validation. Journal of Service Theory and Practice, 25(6), 680–699. doi:10.1108/JSTP-08-2014-0178
Loureiro, S. M. C. (2010). Satisfying and delighting the rural tourists. Journal of Travel & Tourism Marketing, 27(4), 396–408. doi:10.1080/10548408.2010.481580
Loureiro, S. M. C., Miranda, F. J., & Breazeale, M. (2014). Who needs delight? The greater impact of value, trust and satisfaction in utilitarian, frequent-use retail. Journal of Service Management, 25(1), 101–124. doi:10.1108/JOSM-06-2012-0106
Loureiro, S. M. C., Miranda, F. J., & Breazeale, M. (2014). Who needs delight? The greater impact of value, trust and satisfaction in utilitarian, frequent-use retail. Journal of Service Management, 25(1), 101–124. doi:10.1108/JOSM-06-2012-0106
Ludwig, N., Barnes, D. C., & Gouthier, M. (2017a). Observing delightful experiences of other customers: The double-edged sword of jealousy and joy. Journal of Service Theory and Practice, 27(1), 145–163. doi:10.1108/JSTP-07-2015-0171.
Ma, J., Scott, N., Gao, J., & Ding, P. (2016). Delighted or satisfied? Positive emotional responses derived from theme park experiences. Journal of Travel & Tourism Marketing, 34(1), 1–19.
Ma, J., Scott, N., Gao, J., & Ding, P. (2016). Delighted or satisfied? Positive emotional responses derived from theme park experiences. Journal of Travel & Tourism Marketing, 34(1), 1–19.
Magnini, V. P., Crotts, J. C., & Zehrer, A. (2011). Understanding customer delight: An application of travel blog analysis. Journal of Travel Research, 50(5), 535–545. doi:10.1177/0047287510379162
Magnini, V. P., Crotts, J. C., & Zehrer, A. (2011). Understanding customer delight: An application of travel blog analysis. Journal of Travel Research, 50(5), 535–545. doi:10.1177/0047287510379162.
Oliver, R.L., Rust, R.T., Varki, S., 1997. Customer delight: foundations, findings, and managerial insight. J. Retail. 73 (3), 311–336.
Plutchik, R. (1980). Emotion: A psychoevolutionary synthesis. New York, NY: Harper and Row.
Skogland, I., Siguaw, J.A., 2004. Are your satisfied customers loyal? Cornell Hotel Adm. Q. 45 (3), 221–234.
St-James, Y., & Taylor, S. (2004). Delight-as-magic. Refining the Conceptual Domain of Customer Delight. Advances in Consumer Research, 31, 753–758
Skogland, I., & Siguaw, J. (2018). Are your satisfied customers loyal? Cornell Hotel and Restaurant Administration Quarterly, 45(3), 221–234.
Torres, E. N., & Kline, S. (2013). From customer satisfaction to customer delight: Creating a new standard of service for the hotel industry. International Journal of Contemporary Hospitality Management, 25(5), 642–659.
Torres, E.N., Ronzoni, G., 2018. The evolution of the customer delight construct: prior research, current measurement, and directions for future research. Int. J. Contemp. Hosp. Manage. 30 (1), 57–75.
Torres, E. N., Fu, X., & Lehto, X. (2014). Examining key drivers of customer delight in a hotel experience: A cross-cultural perspective. International Journal of Hospitality Management, 36, 255–262. doi:10.1016/j. ijhm.2013.09.007.
Torres, E.N., 2014. Deconstructing service quality and customer satisfaction: challenges and directions for future research. J. Hosp. Mark. Manage. 23 (6), 652–677.
Verma, H. V. (2003). Customer outrage and delight. Journal of Services Research, 3(1), 119–133.
Wang, X. (2011). The effect of unrelated supporting service quality on consumer delight, satisfaction, and repurchase intentions. Journal of Service Research, 14(2), 1–15.
Wu, L., Mattila, A. S., & Hanks, L. (2015). Investigating the impact of surprise rewards on consumer responses. International Journal of Hospitality Management, 50 (September), 27–35.
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Ahrholdt, D. C., Gudergan, S. P., & Ringle, C. M. (2017). Enhancing service loyalty: The roles of delight, satisfaction, and service quality. Journal of Travel Research, 56 (4), 436–450. doi:10.1177/0047287516649058
Ali, F., Kim, M. G., & Ryu, K. (2016). The effect of physical environment on passenger delight and satisfaction: Moderating effect of national identity. Tourism Management, 57, 213–224. doi:10.1016/j. tourman.2016.06.004.
Ali, F., Kim, W. G., Li, J., & Jeon, H.-M. (2018). Make it delightful: Customers’ experience, satisfaction and loyalty in malaysian theme parks. Journal of Destination Marketing & Management, 11(March), 1–11. doi:10.1016/j.jdmm.2016.05.003.
Ball, J., & Barnes, D. C. (2017). Delight and the grateful customer: Beyond joy and surprise. Journal of Service Theory and Practice, 27(1), 250–269. doi:10.1108/JSTP01-2016-0013.
Barnes, D. C., Kraemer, T., Gouthier, M. H., Ludwig, N., & Giese, A. (2021). After-service gifts: evaluating how presence, context and value impact customer satisfaction and customer delight. Journal of Marketing Theory and Practice, 29(3), 343-357.
Barnes, D.C., Krallman, A., 2019. Customer delight: a review and agenda for research. J. Theory Pract. 27 (2), 174–195.
Barnes, D. C., Collier, J. E., Howe, V., & Douglas Hoffman, K. (2016a). Multiple paths to customer delight: The impact of effort, expertise and tangibles on joy and surprise. Journal of Services Marketing, 30(3), 277–289. doi:10.1108/JSM-05-2015-0172.
Barnes, D. C., Meyer, T., & Kinard, B. R. (2016b). Implementing a delight strategy in a restaurant setting: The power of unsolicited recommendations. Cornell Hospitality Quarterly, 57(3), 329–342. doi:10.1177/ 1938965515626296.
Barnes, D. C., Ponder, N. P., & Dugar, K. (2011). Investigating the key routes to customer delight. Journal of Marketing Theory & Practice, 19(4), 357–373. doi:10.2753/MTP1069-6679190401
Bartl, C., Gouthier, M. H. J., & Lenker, M. (2013). Delighting consumers click by click: Antecedents and effects of delight online. Journal of Service Research, 16(3), 386–399. doi:10.1177/1094670513479168.
Beauchamp, M. B., & Barnes, D. C. (2015). Delighting baby Boomers and Millennials: Factors that matter most. Journal of Marketing Theory and Practice, 23(3), 338–350. doi:10.1080/10696679.2015.1032472.
Berman, B. (2005). How to delight your customers. California Management Review, 48(1), 129–151. doi:10.2307/ 41166331
Bergkvist, L., & Rossiter, J. R. (2007). The predictive validity of multiple-item versus single-item measures of the same constructs. Journal of Marketing Research, 44(2), 175–184. doi:10.1509/jmkr.44.2.175.
Bowden, J. L.-H., & Dagger, T. S. (2011). To delight or not to delight? an investigation of loyalty formation in the restaurant industry. Journal of Hospitality Marketing & Management, 20(5), 501–524. doi:10.1080/ 19368623.2011.570637
Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48–63. doi:10.1509/JMKG.72.3.048.
Collier, J. E., & Barnes, D. C. (2015). Self-service delight: Changing the focus of traditional self-service technology. Journal of Business Research, 68(5), 986–993. doi:10.1016/j.jbusres.2014.09.036.
Collier, J. E., Barnes, D. C., Abney, A. K., & Pelletier, M. P. (2018). Idiosyncratic service experiences: When customers desire the extraordinary in a service encounter. Journal of Business Research, 84(3), 150–161. doi:10.1016/j.jbusres.2017.11.016.
Crotts, J. C., & Magnini, V. P. (2011). The customer delight construct: Is surprise essential? Annals of Tourism Research, 38(2), 719–722. doi:10.1016/j. annals.2010.03.004
Finn, A. (2005). Reassessing the foundations of customer delight. Journal of Service Research, 8(2), 103–116. doi:10.1177/1094670505279340.
Finn, A. (2006). Generalizability modeling of the foundations of customer delight. Journal of Modeling in Management, 1(1), 18–32. doi:10.1108/ 17465660610667784
Finn, A., 2012. Customer delight: distinct construct or zone of nonlinear response to customer satisfaction? J. Serv. Res. 15 (1), 99–110.
Guidice, R. M., Barnes, D. C., & Kinard, B. R. (2020). Delight spirals: the cause and consequence of employee perceived customer delight. Journal of Service Theory and Practice
Hicks, J. M., Page, T. J., Behe, B. K., Dennis, J. H., & Fernandez, R. T. (2005). Delighted customers buy Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 18, 94–104
Kim, G.M., Mattila, A.S., 2013. Does a surprise strategy need words? The effect of explanations for a surprise strategy on customer delight and expectations. J. Serv. Marketing 27 (5), 361–370.
Kim, M., Vogt, C. A., & Knutson, B. J. (2015). Relationships among customer satisfaction, delight and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), 170–197. doi:10.1177/ 1096348012471376.
Kumar, A., Olshavsky, R. W., & King, M. F. (2001). Exploring alternative antecedents of customer delight. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 14–26.
Lee, S. A., & Shea, L. (2015). Investigating the key routes to customers’ delightful moments in the hotel context. Journal of Hospitality Marketing & Management, 24, 532–553. doi:10.1080/19368623.2014.925840
Liu, M. W., & Keh, H. T. (2015). Consumer delight and outrage: Scale development and validation. Journal of Service Theory and Practice, 25(6), 680–699. doi:10.1108/JSTP-08-2014-0178
Loureiro, S. M. C. (2010). Satisfying and delighting the rural tourists. Journal of Travel & Tourism Marketing, 27(4), 396–408. doi:10.1080/10548408.2010.481580
Loureiro, S. M. C., Miranda, F. J., & Breazeale, M. (2014). Who needs delight? The greater impact of value, trust and satisfaction in utilitarian, frequent-use retail. Journal of Service Management, 25(1), 101–124. doi:10.1108/JOSM-06-2012-0106
Loureiro, S. M. C., Miranda, F. J., & Breazeale, M. (2014). Who needs delight? The greater impact of value, trust and satisfaction in utilitarian, frequent-use retail. Journal of Service Management, 25(1), 101–124. doi:10.1108/JOSM-06-2012-0106
Ludwig, N., Barnes, D. C., & Gouthier, M. (2017a). Observing delightful experiences of other customers: The double-edged sword of jealousy and joy. Journal of Service Theory and Practice, 27(1), 145–163. doi:10.1108/JSTP-07-2015-0171.
Ma, J., Scott, N., Gao, J., & Ding, P. (2016). Delighted or satisfied? Positive emotional responses derived from theme park experiences. Journal of Travel & Tourism Marketing, 34(1), 1–19.
Ma, J., Scott, N., Gao, J., & Ding, P. (2016). Delighted or satisfied? Positive emotional responses derived from theme park experiences. Journal of Travel & Tourism Marketing, 34(1), 1–19.
Magnini, V. P., Crotts, J. C., & Zehrer, A. (2011). Understanding customer delight: An application of travel blog analysis. Journal of Travel Research, 50(5), 535–545. doi:10.1177/0047287510379162
Magnini, V. P., Crotts, J. C., & Zehrer, A. (2011). Understanding customer delight: An application of travel blog analysis. Journal of Travel Research, 50(5), 535–545. doi:10.1177/0047287510379162.
Oliver, R.L., Rust, R.T., Varki, S., 1997. Customer delight: foundations, findings, and managerial insight. J. Retail. 73 (3), 311–336.
Plutchik, R. (1980). Emotion: A psychoevolutionary synthesis. New York, NY: Harper and Row.
Skogland, I., Siguaw, J.A., 2004. Are your satisfied customers loyal? Cornell Hotel Adm. Q. 45 (3), 221–234.
St-James, Y., & Taylor, S. (2004). Delight-as-magic. Refining the Conceptual Domain of Customer Delight. Advances in Consumer Research, 31, 753–758
Skogland, I., & Siguaw, J. (2018). Are your satisfied customers loyal? Cornell Hotel and Restaurant Administration Quarterly, 45(3), 221–234.
Torres, E. N., & Kline, S. (2013). From customer satisfaction to customer delight: Creating a new standard of service for the hotel industry. International Journal of Contemporary Hospitality Management, 25(5), 642–659.
Torres, E.N., Ronzoni, G., 2018. The evolution of the customer delight construct: prior research, current measurement, and directions for future research. Int. J. Contemp. Hosp. Manage. 30 (1), 57–75.
Torres, E. N., Fu, X., & Lehto, X. (2014). Examining key drivers of customer delight in a hotel experience: A cross-cultural perspective. International Journal of Hospitality Management, 36, 255–262. doi:10.1016/j. ijhm.2013.09.007.
Torres, E.N., 2014. Deconstructing service quality and customer satisfaction: challenges and directions for future research. J. Hosp. Mark. Manage. 23 (6), 652–677.
Verma, H. V. (2003). Customer outrage and delight. Journal of Services Research, 3(1), 119–133.
Wang, X. (2011). The effect of unrelated supporting service quality on consumer delight, satisfaction, and repurchase intentions. Journal of Service Research, 14(2), 1–15.
Wu, L., Mattila, A. S., & Hanks, L. (2015). Investigating the impact of surprise rewards on consumer responses. International Journal of Hospitality Management, 50 (September), 27–35.
