Examining the key dimensions of customer experience quality in the hotel industry

Abstract

ABSTRACTPrior research examining the concept of customer experience quality (CEQ) is inconclusive and incoherent regarding the number and the nature of experiences in the context of the hotel industry. Some studies conceptualise CEQ based on the sensations created by and the knowledge acquired from specific encounters, while others conceptualise it based on interaction with physical and social environments. Therefore, the key objective of this paper is to theoretically identify and empirically test the key dimensions of CEQ in the hotel industry through combining the major perspectives of CEQ. An online survey was used to collect the required data from 420 customers. A structural equation model (AMOS 18) was used to analyse the data. Three findings emerge from the current study. First: this study provides sound empirical support for CEQ as a high-order construct that is comprised of seven first-order factors. Second, the current research suggests that the measurement instrument for CEQ, which consists of 33 items, is a valid and reliable using the following factors: emotional-related experiences; staff-customer interaction, customer-customer interaction; learning; lifestyle; guest security; and atmospherics. Third, the proposed measurement instrument of CEQ strongly predicts customer satisfaction, perceived value and brand loyalty. The key contribution of this study stems from developing and validating a 33-item scale that synthesises and integrates the major perspectives of CEQ.