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The Power of Price and Quality to Explain Customer Satisfaction Through Spatial Analysis

María Illescas-Manzano (University of Almería, Spain)
Sergio Martínez-Puertas (University of Almería, Spain)
Manuel Sánchez-Pérez (University of Almería, Spain)

Contemporary Approaches Studying Customer Experience in Tourism Research

ISBN: 978-1-80117-633-0, eISBN: 978-1-80117-632-3

Publication date: 8 August 2022

Abstract

Customer experience is a relevant concept in marketing and tourism research since its correct understanding allows companies to achieve competitive advantage and service providers can reach several outcomes such as customer engagement, loyalty, and customer satisfaction. This chapter aims to analyze one of the main outcomes of the customer experience, the customer satisfaction through online reviews, and using spatial analysis as a tool to incorporate the contextual nature of the customer experience. Thus, our study considers online rating as a measure of customer satisfaction and tries to analyze the impact of actions under the control of the service provider (price and objective quality) and actions under the control of the customer (subjective quality) on customer satisfaction.

With the Spanish hotel industry as a study framework, an empirical study is developed to analyze, through geographically weighted regression techniques, the relationship between price, objective quality and subjective quality, and online ratings given by consumers with a sample of 1870 of geolocated hotels in Spain. The findings show how a premium price, depending on the geolocation, is an indicator for better customer experiences, and they also show that objective quality is the antecedent of customer experience whose positive effect on customer satisfaction is geographically more widespread. Results show contradictory effects of subjective quality, while in some areas subjective quality does not match the product fit of customers, in others it allows hotels to provide more satisfactory experiences.

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Acknowledgements

Acknowledgments

This publication is part of the R&D project PID2020-119994RB-I00, financed by MCIN/AEI/10.13039/501100011033/.

Citation

Illescas-Manzano, M., Martínez-Puertas, S. and Sánchez-Pérez, M. (2022), "The Power of Price and Quality to Explain Customer Satisfaction Through Spatial Analysis", Jaziri, D. and Rather, R.A. (Ed.) Contemporary Approaches Studying Customer Experience in Tourism Research, Emerald Publishing Limited, Leeds, pp. 245-265. https://doi.org/10.1108/978-1-80117-632-320221024

Publisher

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Emerald Publishing Limited

Copyright © 2022 María Illescas-Manzano, Sergio Martínez-Puertas and Manuel Sánchez-Pérez. Published under exclusive licence by Emerald Publishing Limited