BUILDING GREAT CUSTOMER EXPERIENCE IN HOSPITALITY INDUSTRY: A QUALITATIVE APPROACH TO MEASURE CUSTOMER EXPERIENCE AND ITS IMPACT ON CUSTOMER SERVICES SATISFACTION

Abstract

Purpose-Firms in the hospitality industry are relying on customer experience(CX) to create competitive advantage and fulfil the ever changing needs of customers. CX research in the hospitality industry is scarce and to advance the research on this topic, we aim to conceptualize CX and explore its key dimensions in luxury hotel segments in the context of Pakistan.

Methodology/Design/Approach –A qualitative approach- in-depth interviews were conducted with senior managers of big luxury hotels in Pakistan to explore the dimensions of CX.

Findings The conceptualized framework derived from grounded theory encapsulates five elements of CX: 1) personalization, 2) visual-sensory experience, 3) services, 4) automation, 5) user’s security and privacy. Study results further reveals that customers with international exposure give high importance to features like automation and privacy & security aspects in service design delivery. Whereas, local guests prefer customization, personalization and visual sensory cues in services during their stay in the hotel. However, service quality remains critical factor for all guests.

Originality of the research -The conceptualized framework informs manager’s decision making regarding service design and delivers a unique experience to their guests.