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International Journal of Contemporary Hospitality Management

ISSN : 0959-6119

Article publication date: 18 January 2023

Issue publication date: 17 July 2023

Academic research on customer experience (CX) in the hospitality industry has recently experienced vast growth as managers have increasingly focused on delivering distinctive experiences to their guests. Despite the relevance of this topic, studies conducted in this area within the hotel context are scarce and dispersed. This paper aims to classify the main academic studies and to present a definition of hotel CX, a conceptual model, emerging trends and future research gaps.

Design/methodology/approach

A systematic literature review (SLR) was selected as the research methodology. Adapted from preferred reporting items of SLR and meta-analysis statements, this study entailed an in-depth review of 46 articles published in English between 2006 and 2021. The articles were compiled using keyword searches in Scopus and Web of Science.

This study facilitates an understanding of the hotel CX. The conceptual framework derived from the SLR includes the entire set of antecedents, consequences, mediators and moderators of this concept. The results also illustrate the topic’s academic evolution and expose major guidelines that can help determine areas for future research.

Originality/value

This study adds value to the hospitality research literature via SLR. The framework of CX in the hotel industry synthesizes the existing knowledge on this topic and identifies research gaps. The proposed framework allows for the improvement of future hotel CX studies.

• Systematic literature review
• Customer experience
• Hotel industry

Acknowledgements

This study was conducted under the framework of the Research UAM Group TECHNOCONS “Consumer Behavior and Technology.” This research was supported by the Professorship Excellence Program in accordance with the multi-year agreement signed by the Government of Madrid and the Autonomous University of Madrid, UAM (Line #3) and by the Spanish Ministry of Science and Innovation, grant number PID2020-113561RB-I00.

Veloso, M. and Gomez-Suarez, M. (2023), "Customer experience in the hotel industry: a systematic literature review and research agenda", International Journal of Contemporary Hospitality Management , Vol. 35 No. 8, pp. 3006-3028. https://doi.org/10.1108/IJCHM-04-2022-0517

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Digital Marketing and Customer Satisfaction in the Hotel Industry

• First Online: 27 March 2024

Cite this chapter

• C. Kathiravan 20 &
• P. Prabu 20 , 21  

Part of the book series: Contributions to Environmental Sciences & Innovative Business Technology ((CESIBT))

18 Accesses

In the digital era, the hotel industry faces the same challenge as other industries: reaching and engaging with customers without the use of digital marketing is nearly impossible. To increase bookings, encourage repeat business, and enhance guest satisfaction, it has become crucial for hotels to market their amenities and services online. Therefore, the objective of this chapter is to explore the relationship between digital marketing and satisfaction of hotel guests. To achieve this goal, a combination of surveys conducted among hotel visitors and in-depth interviews with hotel managers will be employed as research methodologies. By analyzing the data collected, this chapter aims to provide insights as to how hotel management and marketers can effectively use digital marketing strategies to improve guest satisfaction in Chennai.

The study will primarily focus on investigating how digital marketing practices within the hotel industry in Chennai impact customer satisfaction. Digital marketing will serve as the independent variable and utilization, advantages and disadvantages, and perception as its sub-variables. On the other hand, customer satisfaction will serve as the dependent variable, encompassing sub-variables such as consumer hotel booking decisions and overall satisfaction. To gather data for this descriptive study, a questionnaire will be distributed to 404 hotel guests in the Chennai area.

In conducting the analysis, multiple regression analysis will be employed as the chosen method. By utilizing this statistical technique, the study aims to establish a comprehensive understanding of the relationship between digital marketing and customer satisfaction in the Chennai hotel industry. Based on the results obtained from the analysis, it can be concluded that digital marketing has a positive correlation with customer satisfaction and holds significant influence within the Chennai hotel industry.

• Digital marketing
• Customer satisfaction
• Hotel industry

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Department of Business Administration, Annamalai University, Deputation to Govt. Arts and Science College Sivakasi, Sivakasi, Tamil Nadu, India

C. Kathiravan & P. Prabu

Research Scholar, Department of Business Administration, Annamalai University, Working at Govt. Arts and Science College Sivakasi, Sivakasi, India

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Jaheer Mukthar K. P.

Universidad Senor de Sipan, Chiclayo, Peru

Edwin Ramirez Asis

Department of Commerce (PG), Kristu Jayanti College, Bengaluru, India

Murugesan T. K.

School of Management, Kristu Jayanti College, Bengaluru, India

Justin Nelson Michael

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Kathiravan, C., Prabu, P. (2024). Digital Marketing and Customer Satisfaction in the Hotel Industry. In: K. P., J.M., Asis, E.R., T. K., M., Michael, J.N. (eds) Business Resilience and Digital Technology in the Post-Pandemic Era. Contributions to Environmental Sciences & Innovative Business Technology. Springer, Cham. https://doi.org/10.1007/978-3-031-48075-1_9

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Published : 27 March 2024

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Customer Satisfaction In the Hotel Industry: A Case Study From Sicily

2010, International Journal of Marketing Studies

In order to be successful in the market it is not sufficient to attract new customers managers must concentrate on retaining existing customers implementing effective policies of customer satisfaction and loyalty. In hotel industry customer satisfaction is largely hooked upon quality of service. A management approach focused on customer satisfaction can improve customer loyalty, thus increasing the positive image of the touristic destination. Hence, exploring the importance for customers of hotel attributes in hotel selection is indispensable. Research on the topic of guest satisfaction, which translates into the consideration of whether or not customers will return to a hotel or advise it to other tourists, is pivotal to the success of the hospitality business. Neglecting to pay attention to those hotel attributes considered most important by guests, may lead to negative evaluation of the hotel, thus restricting the chance of repeat patronage. We perform a qualitative analysis of a large hotel in Sicily (IT), the Sporting Club Hotel in the town Cefalù, using the Critical Incident Approach (Hayes, 2008). Through the analysis of this case we evaluate the overall customer satisfaction level for the hotel and for each service supplied. We conclude discussing the result and proposing improvement in customer satisfaction management of the hotel.

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Services sector continues to be the big contributor in GDP of Albania, with about 60% in 2011, where trade, hotels and restorants constitute the main part of this sector. Number of hotels is increased during the last years. In 1995, the number of hotels was 62 with 2,016 beds places, whereas in 2012 the number of hotels was 248 with 18,905 beds places (INSTAT). To be successful in the market it is not sufficient to attract new customers, hotel managers must concentrate on retaining existing guests implementing effective policies of customer satisfaction. The best products in all aspects of product services not necessarily provide the best quality of services. The hotel managers need to constantly monitor the guest needs that are changeable, in order to facilitate their analysis and ensure the effective management of change in the performance of the hotel product. The aim of this study is to evaluate hotel guest satisfaction based on the critical incident analysis (Hayes 2008) and determining the extent to which the quality of hotel services meets customer needs and preferences. The research was conducted in 3- star hotels in Tirana, Albania. The data are collected in 10 mid-range hotels in the period July - August 2013. Through the analysis of this case we evaluate the overall customer satisfaction level for the hotels and for each service supplied. The results obtained in this study indicate that the level of customer satisfaction is very good considering the overall evaluation but also the lower level than expected in terms of hotels facilities and Food & Drink. The research results can be used by hotel managers in order to improve and adapt hotel services to customer needs.

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Customer Satisfaction is the key Challenges for the Hotel Business, because it is unpredictable and customer interest towards food is keep on changing. Hence Providing Customer satisfaction and maintaining it to the greatest extent is a typical task for the Hotel owners. In the competitive scenario, it is very hectic task to differentiate the service quality among the competitors in order to retain the existing customers. The vast development in the Indian tourism sector customer expectation on quality food products and hygienic services in the current trend has moved to professionalism. Successful businesses evidence the match between customer demand and service quality. The Objective of this research is to identify the traveller's comments and their satisfaction in the selected leading hotels. The researcher expects that this study will ensure the professionalism followed in the hotel business and estimates the methods followed in the hotel business for customer satisfaction.

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