Presenting a Model for Determining the Prerequisites of Customer Participation in the Hospitality Industry: a Dual Value Perspective

The hotel industry is one of the business areas in which the customer is considered to be the main factor of success due to the relatively intense competitive environment that prevails in it. Considering the nature of hotel services that can lead to creating emotional relationships with customers, the importance of customer engagement is twofold. Therefore, the purpose of this research is to identify the antecedents of customer engagement by focusing on the dual value perspective for both the customer and the company. This research has an experimental and quantitative approach, and in terms of its purpose, it is applied and in terms of its method, it is descriptive of the correlation type. The statistical population of this research consists of customers with active participation in 5-star hotels in Mashhad. The data was collected through a questionnaire and analyzed by the method of partial least squares (path analysis). The research findings indicated the significant impact of 12 variables as antecedents of customer engagement (6 items related to company resources and 6 items related to customer resources). It was concluded that the obtained conceptual framework can be used as a tool for strategic planning in the field of marketing and the development of customer engagement in various businesses.