Influence of customer experience on loyalty and word-of-mouth in hospitality operations

TLDR

Customer experience is a new concept considered key for hospitality success, yet its influencing factors and impact on consumer behavior remain unclear. The study aims to determine how customer experiences influence loyalty and word‑of‑mouth in hospitality. The authors surveyed 350 adult guests at five‑star Istanbul hotels, asking them to rate physical environment and social interaction items linked to stay experiences. Results show a strong relationship between desired customer behaviors and perceived dimensions of customer experiences.

Abstract

Customer experience is emerging as a relatively new concept and is regarded as an important determinant for the success of hospitality organizations. However, factors affecting customer experiences and the influence of experiences on consumer behaviour are still unclear. Through a quantitative field research, this paper attempts to determine and exhibit the impacts of customer experiences on customer loyalty and recommendation behaviours in hospitality organizations. To reach this objective, a sample of 350 adult respondents staying in five-star hotels in Istanbul were requested to rate the items related to physical environment and social interactions that are found to be relevant to hotel stay experiences. The results indicate that there is a strong relationship between desired customer behaviours and perceived dimensions of customer experiences.