Đạt được lòng trung thành của khách hàng trong giai đoạn hậu đại dịch: một phương pháp bất đối xứng

Springer Science and Business Media LLC - Tập 10 Số 1
Khawaja Fawad Latif1, Shahid Bashir2
1Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Lahore, Pakistan
2Business School, Tecnologico de Monterrey, Monterrey, Mexico

Tóm tắt

Tóm tắtNghiên cứu này nhằm điều tra các công thức nguyên nhân để cải thiện lòng trung thành của khách hàng tại nhà hàng (LOY) trong giai đoạn hậu đại dịch COVID-19. Nghiên cứu sử dụng Phân tích so sánh định tính dựa trên tập mờ (fsQCA) trong khuôn khổ lý thuyết phức tạp nhằm xem xét mối quan hệ phức tạp giữa các điều kiện tiên quyết, bao gồm thực hành có trách nhiệm xã hội trong bối cảnh COVID-19 (CSR), chất lượng dịch vụ (SR), trải nghiệm khách hàng (EXP), sự hài lòng của khách hàng (SAT), lòng tin (TR) và sự cam kết của khách hàng (COMM). Nghiên cứu đã áp dụng phương pháp khảo sát định lượng, sử dụng thang đo Likert để đạt được mục tiêu nghiên cứu. Khảo sát đã được phát triển một cách chiến lược để thu thập các phản hồi chi tiết, chịu ảnh hưởng từ các thang đo đã được xác lập trong lĩnh vực này. Nghiên cứu đã có chủ ý tuyển chọn khách hàng từ ngành nhà hàng ở Pakistan. Tổng cộng có 450 phản hồi hợp lệ và đầy đủ đã được thu thập thông qua Google Forms và bảng hỏi giấy. Phương pháp fsQCA được sử dụng để phân tích dữ liệu và xác định các cấu hình hoặc tổ hợp các tình huống tiên quyết góp phần vào việc nâng cao mức độ lòng trung thành. Kết quả cho thấy LOY là một hiện tượng đa diện trong giai đoạn hậu đại dịch COVID-19 và không chỉ chịu ảnh hưởng bởi các tình huống tiên quyết riêng lẻ. Nghiên cứu này xác định nhiều lộ trình dẫn đến việc gia tăng mức độ lòng trung thành, nhấn mạnh sự cần thiết phải áp dụng một chiến lược toàn diện và tích hợp. Nghiên cứu nhấn mạnh những ảnh hưởng đa dạng của các yếu tố quan trọng, bao gồm CSR, SR, EXP, SAT, TR và COMM, đối với lòng trung thành. Sự mới mẻ của nghiên cứu này thể hiện ở việc sử dụng fsQCA và lý thuyết phức tạp để điều tra LOY trong ngành nhà hàng giữa các hoàn cảnh đặc thù của giai đoạn hậu đại dịch COVID-19. Bài báo này đưa ra sự phê bình đối với các phương pháp đối xứng truyền thống và đề xuất một quan điểm tổng thể về LOY, nhấn mạnh nhu cầu về các khung lý thuyết phức tạp và tích hợp. Thông qua việc khám phá nhiều lộ trình nâng cao mức độ LOY và xác định những ảnh hưởng phức tạp của nhiều yếu tố tiên quyết, nghiên cứu này cải thiện cả sự hiểu biết lý thuyết lẫn thực tiễn. Nghiên cứu đặt tầm quan trọng lớn vào một phương pháp nghiên cứu sáng tạo và ảnh hưởng tiềm năng của nó đối với quản lý nhà hàng, biến nó thành một đóng góp quan trọng cho cơ sở tài liệu hiện nay.

Từ khóa


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