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Customer Experience in Indian Hospitality Sector: An Empirical Study

International Journal on Customer Relations

Volume 6 Issue 2

Published: 2018
Author(s) Name: Raouf Ahmad Rather | Author(s) Affiliation: Research Scholar, The Business School, Univ. of Jammu, Jammu & Kashmir, India.
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Abstract

Creating excellent customer experiences has become a key objective in contemporary hospitality industry. The purpose of this paper is to investigate the influence of customer experience on customer memories and loyalty. The data has been collected from 170 respondents within four and five star hotels by using convenience sampling technique. After reliability, the data were analyzed using mean values, standard deviations, correlations, simple and multiple regression analyses. The result from the finding suggests that the customer experience influences customer memories and loyalty. The paper examines the relationships amongst customer experiences, memories, and loyalty, which will be of immense use for the marketing practitioners. This research is vital, as the results should be used in improving marketing strategies to create, manage, and control customer experiences. They can help marketers to know how to understand customer differences whilst implementing segmentation, promotional, and positioning strategies that ultimately contribute to their memories and loyalty. The paper makes contributions towards new knowledge and understanding the customer experience management and can be used for managerial decision-making.

Keywords: Customer Experience, Memories, Loyalty, Hospitality Industry

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