جستجوی مقالات مرتبط با کلیدواژه « روندهای تحقیقاتی » در نشریات گروه « مدیریت »

Consumer experience is one of the most important influencing factors in the formation of people's attitudes about goods and services. Today, traditional marketing methods no longer respond to the changing characteristics, needs and demands of consumers. Therefore, managers and marketers are looking for new and effective methods to attract and maintain demand in today's competitive and complex markets, and experiential marketing is one of these methods. One of the important fields in marketing, which can play a special role in the development of tourism, is experiential marketing. The purpose of this research is to identify the development and progress made in the field of experiential marketing in tourism. From the point of view of the research method, this research is a longitudinal, descriptive and library-type research. The method of collecting information was in the form of documents. The method of data analysis in this research is scientometrics and social network analysis. Social networks are a network of people, groups and connections between them. Individuals and member groups form the nodes, and the dependencies between these individuals such as friendship, kinship, business, common interests, etc., form the edges between the nodes. In social networks based on scientometrics, the nodes represent the author, magazine, country, keywords, etc., and the links show the citation or correlation between the nodes. In order to achieve this, the articles available in the O Science website were retrieved in a 28-year period (1994 to 2022) and were analyzed using scientometric methods and using Sitespace software. This software is based on Java and is a program that is used to analyze and depict trends and patterns in scientific articles. This software program is capable of understanding and interpreting historical patterns and trends, identifying new topics that have grown rapidly in scientific sources, finding reference points and network analysis.The overall results show that since 2014, empirical marketing research in tourism has attracted increasing attention from researchers, as the number of articles published per year has increased significantly. The field of experiential marketing in tourism has now evolved from the conceptualization stage to the implementation stage. Although research on experiential marketing in tourism has grown significantly, it has not yet reached its full maturity, as both theoretical and practical issues and methodological issues need further investigation. Most importantly, the literature regarding the identification of different constructs for measuring experience in the tourism industry is limited. Researchers sometimes use constructs that are suitable for measuring customer satisfaction and service quality to measure the tourist experience. But this survey showed that there is a fundamental difference between the factors measuring service and experience. In order to identify and develop an experience, it is necessary to know how the tourist experience can be measured to capture all aspects of the experience in the tourism industry. A lack of conceptual interaction across studies in our review was also observed. Our analysis identified few articles that linked the tourism experience with theories from disciplines such as psychology, environmental aspects, sociology, branding, etc. Of course, there are exceptions. Research has used several theories to explain the tourism experience. Management research has called for the combination of several theoretical lenses to explain the phenomenon of experience in tourism. In the field of tourism experiences, this gap can be addressed, for example, by integrating existing frameworks to better understand the prerequisites, dimensions and outputs of experiences in tourism. Another aspect of the experience in the tourism industry that needs attention, and has become a hot keyword in recent years, is the interaction of the social environment in the development and presentation of the experience. For example, how the group experience affects the tourist's decision has not been considered. While there is some literature on the interaction between the service provider and the consumer, interactions between tourists are rarely examined in the existing literature. Considering the rapid increase in tourist interaction through social networks, the most contemporary research area can be how companies look at creating and maintaining customer relationships between them. Another important issue that is observed in the research, but little literature was found in this area, is the impact of technology-based systems on the tourist experience. Technologies such as augmented reality have formed a cluster in research, but research in the field of technology is thin. Given that the technology-based environment will become very popular in the tourism sector of emerging as well as developed countries, insight into how and to what extent technology-based systems affect the overall tourist experience is crucial, for example, how the choice of tourist destination based on online information can be investigated as it affects the experience of tourists. These results will help researchers to understand the boundaries of the research conducted in the application of experiential marketing in tourism and obtain valuable scientific information through which they can determine the development process of their future research.

In today's rapidly changing business environment, finding new customers is becoming increasingly difficult. As a result, companies are placing a strong emphasis on retaining their current customers. While there's a lot of research on customer loyalty in consumer-focused businesses (B2C), creating loyalty in business-to-business (B2B) settings is a unique challenge that needs a closer look. Therefore, the goal of this study is to understand how loyalty works in B2B companies and how it's evolving.
 
To examine the advancements and developments within the domain of loyalty in B2B business models, articles on the Web of Science website were analyzed over 28 years (from 1994 to 2022) using scientometric methods and Sitespace software.
 
Research in the field of B2B loyalty has shown a growing trend. However, between 2011 and 2014, there was a decrease in research in this area. Subsequently, there has been an upward trend in research. Analysis of the top 10 countries in B2B loyalty indicates that the United States is now the leader in the number and breadth of loyalty research. Notably, countries like Taiwan and Spain are also actively engaged and flourishing in this field. A comprehensive review of B2B loyalty, encompassing its foundations, influential works, and intellectual connections between these works, revealed the key insights. The analysis unveiled highly cited articles, key authors, important keywords, intellectual milestones, and emerging research trends in the B2B loyalty domain. Overall, since 2014, B2B loyalty research has garnered increasing attention, with a significant rise in the number of articles published annually. The field has transitioned from a conceptualization stage to a cognitive psychology stage. Despite this growth, B2B loyalty research has not reached full maturity, necessitating further exploration of theoretical and methodological issues. New B2B loyalty research has introduced novel perspectives, such as attitudinal and behavioral angles, branding, service quality, and word-of-mouth communication. This diversification marks a new direction in B2B loyalty research. Additionally, the findings reveal that B2B researchers often use B2C theories as criteria for evaluating B2B loyalty. While B2B markets traditionally rely on high volume and cost-benefit analysis, loyalty in these markets also exhibits psychological aspects, indicating a new avenue for research. These results contribute to a deeper understanding of the boundaries of B2B loyalty research, providing valuable scientific information for researchers to guide the development of future studies.
 
This research serves as a guide for future B2B loyalty studies, helping researchers identify directions and avoid duplicative efforts. Organizations can benefit from the concepts highlighted in this research, aligning their strategies to foster customer loyalty in the provision of products and services.