Identifying the dimensions of customer experience in hospitality and tourism industry

Abstract

The present study aims to explore and evaluate the customer experience in the hospitality sector with a different chain of hotel brands in north India and how customer experience are varied at a different chain of hotels. The research instrument was used as a self administered questionnaire consisted of several rating scales to capture the study's main variables namely: customer experience, satisfaction and behavioural intention. 600 usable responses were received from the respondents. The four dimensions of customer experience i.e. education, entertainment, escapism and aesthetic were identified. The finding of the study leaves the implications for the hospitality marketers on the “entertainment” and “aesthetic aspect” as important dimensions of customer experience, and special assistance needed on the dimensions of the landscape, marketing and advertising campaigns, overall experience, meals and food offerings, interior design and architecture. The future study can be replicated with larger sample size after developing the richer scale of the customer experience. The various other categories of the hotel chain can also be taken and the significant difference in the performance levels of the customer experience can be determined so for doing the same the present study is laid the foundation in hospitality and tourism industry in Indian context.