Abstract
Despite the increasing attention towards customer experience, empirical research to explain this notion and its consequences is still limited. Hence, this study aims to examine the effect of customer’s experience with four dimensions on their emotions and satisfaction. A convenience sampling technique was used to select a sample of 600 at two tourist spots of Malaysia i.e., Langkawi and Penang. 450 questionnaires were returned back and the data was analysed using partial least square based structural equation modelling. Findings reveal that all the four dimensions of customer experience influence customer emotions which develop customer satisfaction. Resort hotels are least focused facet of tourism industry; therefore, this study validates the customer experience scale in the context of resort hotels and enhances the theoretical progress on the experience concept in relation with customer emotions and satisfaction and offer important implications for resort hotel marketers.
Highlights
Resort hotels are becoming one of the fastest growing segments of tourism attractions around the world
For this study, hypotheses were tested based on structural equation modelling using a Partial Least Squares (PLS) method
Measurement Model First, the measurement model was tested for convergent validity. This was assessed through factor loadings, composite reliability (CR) and average variance extracted (AVE) (Hair et al, 2006)
Summary
Resort hotels are becoming one of the fastest growing segments of tourism attractions around the world. Emperical studies in hospitality industry observed that customer satisfaction can be ensured by eliciting positive emotions (Lin and Liang, 2011; Kincaid et al, 2010) and provision of memorable service experiences (Hou et al, 2013). In this regard, Hosany and Witham (2010) posited that customer experience can effect their emotions and satisfaction levels and develops a competitive advantge for service providers that is difficult to imitate
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