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

ABSTRACT

Prior 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.

摘要

先前的研究检验了顾客体验质量（CEQ）的概念，对于酒店业背景下的体验数量和性质是不确定和不连贯的.一些研究基于特定遭遇产生的感觉和获得的知识来概念化客户体验质量，而另一些研究基于与物理和社会环境的互动来概念化客户体验质量.因此，本文的主要目的是结合顾客体验质量的主要观点，从理论上对酒店业顾客体验质量的关键维度进行识别和实证检验.一项在线调查被用来从420个客户那里收集所需的数据.利用结构方程模型（AMOS 18）对数据进行了分析.目前的研究有三个发现.第一：本研究为七个一阶因子构成的高阶结构的顾客体验质量提供了可靠的实证支持.第二，目前的研究表明，由33项组成的顾客体验质量测量仪是一种有效、可靠的测量工具，它利用了以下因素：情感相关体验、员工与顾客的互动、顾客与顾客的互动、学习、生活方式、顾客安全和氛围.第三，提出的顾客体验质量测量工具对顾客满意度、感知价值和品牌忠诚度有很强的预测作用.本研究的主要贡献来自开发和验证一个综合并整合客户体验质量主要观点的33项量表.

KEYWORDS:

• Experience quality
• hotel industry