العلاقة بين تفاعلات العملاء في الواقع الافتراضي وإدارة علاقات العملاء: الدور الوسيط لمرونة العملاء الداخليين (دراسة ميدانية بالتطبيق على قطاع الفنادق في مصر)
DOI:
https://doi.org/10.36394/jhss/23/1/12الكلمات المفتاحية:
تفاعلات العملاء في الواقع الافتراضي، رشاقة العملاء الداخليين، إدارة علاقات العملاء.الملخص
هدف البحث إلى تحديد دور مرونة العملاء الداخليين في العلاقة بين تفاعلات العملاء في الواقع الافتراضي وإدارة علاقات العملاء بالتطبيق على قطاع الفنادق في مصر، من خلال عينة قوامها (768) مستجيبًا، وكانت مقسمة كالآتي: العملاء الداخليون (384) مستجيبًا، والعملاء الخارجيون (384) مستجيبًا، وقد بلغ عدد قوائم الاستقصاء المستردة والصحيحة (627) قائمة، بنسبة استجابة (81,6%). وقد توصلت النتائج إلى قبول فرض البحث والذي ينص على أنه:» من المتوقع وجود تأثير معنوي لمرونة العملاء الداخليين- كمتغير وسيط - في العلاقة بين تفاعلات العملاء في الواقع الافتراضي وفعالية إدارة علاقات العملاء في الفنادق محل الدراسة».وفي ضوء نتائج البحث تم تقديم مجموعة توصيات مقترحة منها، تدعيم تفاعلات العاملين مع العملاء، وزيادة الاهتمام بمستوى مرونة العاملين بالفنادق، للتعرف إلى التغيرات المرتبطة باحتياجات وتوقعات العملاء بطريقة سريعة، والتي تؤدي إلى استجابة الفنادق لهذه التغيرات وفقًا لمواردها المادية والبشرية، بالإضافة إلى إعطاء المزيد من الاهتمام بإدارة علاقات العملاء، لتطوير علاقات مستدامة مع عملاء الفنادق.
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الترجمة الصوتية لمصادر ومراجع اللغة العربية: :Romanized Arabic References
ʾawwalā- al-marāji‘u al-‘arabiyyatu
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https://doi.org/10.36394/jhss/19/3/6
aljahāʾuz almarkaziyyu lil-ta‘biʾiati al‘āmmati wa-l-ʾiḥṣāʾi alkitābu al-ʾiḥṣāʾiyyu al-sanawiyyu ʾiṣdāru yūnyū (2019).
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