|
چکیده
|
The Purpose of this research was to design a model showing the role of internal marketing in service quality and customer satisfaction in hotels. This research has been planned and implemented using a mixed approach. In the first phase of the research, the qualitative method was used, and in the second part, the quantitative method was used. Grounded theory research method has been used in the qualitative part of the research. In this method, the collected qualitative data were analyzed from three basic coding steps based on the Strauss and Corbin model. Then, based on the theory saturation of the conducted interviews, the initial research model was extracted and presented. The qualitative approach was used as a first step in defining the topic under study. Therefore, an exploratory mixed research design and a foundational data theory approach type methodological design were chosen as the main approach for this section. The methodological research plan emphasizes the use of data analysis steps by conducting systematic coding in three stages: open coding, central coding, and selective coding, in which the results of this research were explained. Findings of this research include the process of open coding, 397 concepts were obtained, which were classified into 85 sub-categories and these sub-categories were placed in 6 general main categories as follows: Causal conditions (23 categories), main phenomenon (2 categories), contextual conditions (4 categories), intervening conditions (9 categories), strategies (35 categories) and consequences (12 categories). In the second phase of the research, which was quantitative, a descriptive survey was conducted. In this phase of the research, the data based on the questionnaire was used to test the initial research model. Finally, using model fit indices, the validity of the research model was examined and presented. Then practical and theoretical suggestions based on research findings have been presented to the audience.
|