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A framework of customer experience management for hotel industry

Samaneh Rahimian (Department of Management, University of Tehran, Tehran, Iran)
Mehdi ShamiZanjani (University of Tehran, Tehran, Iran)
Amir Manian (University of Tehran, Tehran, Iran)
Mohammad Rahim Esfidani (University of Tehran, Tehran, Iran)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 22 March 2021

Issue publication date: 6 July 2021




Creating an extraordinary and memorable customer experience is the goal of every company seeking to be a market leader. This amplifies the need for customer experience management (CEM), particularly in customer-centric industries. Despite the indispensable importance of CEM, studies conducted within this area have been scattered and no agreement has been reached upon its stages. Therefore, this paper aims to identify the main stages and steps for effective and efficient CEM in the hotel industry.


Considering the variety of approaches in the literature and also the need to explain CEM stages in the hotel industry, a systematic literature review (SLR) has been picked as the first research methodology. It entailed a systematic review of 116 academic and professional studies. Then, the framework was completed by interviewing 19 experts.


With SLR and complementary interviews, this study obtains a four-stage framework for CEM in the hotel industry, each comprising necessary steps. These four stages are customer identification, customer experience design, customer experience implementation and customer experience measurement, which are all executed through organizational factors such as culture, structure, leadership, human resources and technology.

Research limitations/implications

This study identifies CEM stages in the hotel industry via SLR and interviews. Due to dispersion in customer experience studies, the need for research on CEM in another service- and customer-based industries is apparent.

Practical implications

The suggested framework can help hotel managers enhance the management of their customers’ experience and deliver a superior and memorable experience.


The current study aims to add value to the literature by presenting a framework of CEM in the hotel industry. Through a systematic literature review and interviewing experts, a framework of CEM stages and steps was identified. The proposed framework allows for improving future CEM studies.



Rahimian, S., ShamiZanjani, M., Manian, A. and Esfidani, M.R. (2021), "A framework of customer experience management for hotel industry", International Journal of Contemporary Hospitality Management, Vol. 33 No. 5, pp. 1413-1436.



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