Customer Service Experience in Hotel Operations: An Empirical Analysis
Customer Service Experience in Hotel Operations: An Empirical Analysis
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酒店运营中的客户服务体验：实证分析
DOI：
10.1016/j.sbspro.2015.03.222
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发表时间：
2015
期刊：
影响因子：
--
通讯作者：
Z. Rahman
中科院分区：
文献类型：
--
作者：
Imran Khan;R. Garg;Z. Rahman
营销人员希望通过渠道为客户提供愉快的体验，而不仅仅是更好的服务。客户体验包括公司与客户的互动，其中包括通过不同的接触点开发的功能和情感线索。这项研究带来了对酒店运营中客户体验质量的理解。本研究采用顾客体验量表，探讨其对饭店业顾客满意度、品牌忠诚度及口碑的影响。本研究以酒店客人为研究对象，旨在捕捉顾客体验建构的真实的本质。结果表明，客户体验维度对客户满意度有显著影响。顾客满意对品牌忠诚和口碑都有影响，而且顾客满意通过品牌忠诚对口碑的间接影响更强。总体而言，本研究拓展了顾客体验质量量表在酒店运营中的适用性，使营销人员能够思考顾客与酒店品牌互动过程中的不同接触点。
Marketers want to offer pleasurable experiences to the customers across channels, not only better services. Customer experience incorporates company–customer interaction that includes both functional and emotional clues developed through different touch points. This research brings an understanding of customer experience quality in hotel operations. This study adopted customer experience scale and examined its effect on customer satisfaction, brand loyalty and word-of-mouth in hotel industry. Present study has been conducted with the hotel guests in order to capture the real essence of customer experience construct. Results showed significant influence of customer experience dimensions on customer satisfaction. Customer satisfaction influences both brand loyalty and word-of-mouth, and the indirect effect of customer satisfaction on word-of-mouth through brand loyalty is much strong. On the whole, this study extends the applicability of customer experience quality scale in hotel operations, which makes marketers to think about the different touch points during customer interaction with the hotel brand.