Analysis of the impact of supplier's efforts and consumer efforts on the basis of consumer experience in order to achieve customer satisfaction (Case study: Hotel customers in Ahwaz)

The purpose of this study was to analyze the effect of supplier's effort and consumer effort through consumer experience in order to reach the satisfaction of hotel visitors in Ahvaz. The purpose of the present research is to apply in applied research group. It is descriptive and descriptive in the field of survey scrutiny and correlation. In this research, the supplier and consumer efforts are considered as independent variables and consumer satisfaction as a dependent variable and consumer experience as an intermediary variable. The statistical population of this study is the visitors of hotels in Ahvaz city. The sample size of the study was obtained using Cochran's formula. 384 people were selected by cluster sampling.The data collection tool was a questionnaire. The reliability of the questionnaire was determined using Cronbach's Alpha coefficient and combined reliability, and the validity of the questionnaire was confirmed using convergent validity and content validity using the knowledge of experts familiar with the subject. SPSS22 and AMOS22 software were used to determine the correlation and analysis of data. The results of data analysis have led to confirmation of all research hypotheses: the supplier's quest has a positive and significant effect on consumer experience; consumer efforts have a positive and significant effect on consumer experience; consumer experience has a positive and significant effect on consumer satisfaction. Also, the results indicate that consumer experience facilitates the relationship between consumer and supplier efforts with consumer satisfaction.