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Nikbin, M., beishami, B. (2025). The Role of Personalization and Customization of Services in the Iranian Hotel Industry Based on the Perspective of Managers; Grounded Theory Model. , 20(71), 207-252. doi: 10.22054/tms.2025.84689.3045
Mohanna Nikbin; bahar beishami. "The Role of Personalization and Customization of Services in the Iranian Hotel Industry Based on the Perspective of Managers; Grounded Theory Model". , 20, 71, 2025, 207-252. doi: 10.22054/tms.2025.84689.3045
Nikbin, M., beishami, B. (2025). 'The Role of Personalization and Customization of Services in the Iranian Hotel Industry Based on the Perspective of Managers; Grounded Theory Model', , 20(71), pp. 207-252. doi: 10.22054/tms.2025.84689.3045
Nikbin, M., beishami, B. The Role of Personalization and Customization of Services in the Iranian Hotel Industry Based on the Perspective of Managers; Grounded Theory Model. , 2025; 20(71): 207-252. doi: 10.22054/tms.2025.84689.3045

The Role of Personalization and Customization of Services in the Iranian Hotel Industry Based on the Perspective of Managers; Grounded Theory Model

فصلنامه مطالعات مدیریت گردشگری
Article 6, Volume 20, Issue 71, October 2025, Pages 207-252    PDF (671.87 K)
Document Type: Research Paper
DOI: 10.22054/tms.2025.84689.3045
Authors
Mohanna Nikbin* 1; bahar beishami2
1Assistant Professor, Department of Tourism and Hospitality Management, West Tehran Branch, Islamic Azad University, Tehran, Iran.
2Associate Professor of Tourism Group, RICHT, Tehran, Iran.
Abstract
This study examines the role of personalization and customization in the transformation of Iran’s hospitality industry and analyzes managers’ perspectives on their implementation. In today’s competitive market, these strategies can enhance customer experience, increase satisfaction and loyalty, and create a sustainable competitive advantage. However, their implementation faces challenges such as insufficient technological infrastructure, limited employee skills, resistance to change, and financial constraints.
Using a constructivist grounded theory approach, data were collected through interviews with 17 hotel industry managers and experts in Iran. Data analysis was conducted using MAXQDA software through three stages of coding.
Findings indicate that personalization and customization have not been fully institutionalized in Iranian hotels. This study presents a data-driven model that provides a framework for analyzing personalization within the local context and offers practical insights for managers to enhance competitiveness and improve customer experience.
Keywords
customization; personalization; hospitality services; hotel managers; grounded theory
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