International Journal on Customer Relations

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Customer Experience in Indian Hospitality Sector:An Empirical Study


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1 The Business School, University of Jammu, Jammu & Kashmir, India
     

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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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  • Customer Experience in Indian Hospitality Sector:An Empirical Study

Abstract Views: 336  |  PDF Views: 0

Authors

Raouf Ahmad Rather
The Business School, University of Jammu, Jammu & Kashmir, India

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.

References