Zafran, M. 2025. BUILDING GREAT CUSTOMER EXPERIENCE IN HOSPITALITY INDUSTRY: A QUALITATIVE APPROACH TO MEASURE CUSTOMER EXPERIENCE AND ITS IMPACT ON CUSTOMER SERVICES SATISFACTION . Journal of Tourism, Hospitality, and Services Industries Research (JTHS). 5, 01 (Jul. 2025), 12–31. DOI:https://doi.org/10.52461/jths.v5i01.3682.