Customer experience management in hospitality: A literature synthesis, new understanding and research agenda
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 8 January 2018
Abstract
Purpose
In the contemporary hospitality industry, superior customer experiences are essential in gaining customer loyalty and achieving a competitive advantage. However, limited research addresses this subject. The purpose of this study is to advance scholarly research on customer experience management (CEM) in the hospitality field by providing a comprehensive overview of the key elements of CEM, a framework for managing customer experience and a rich agenda for research.
Design/methodology/approach
An extensive literature review produces a comprehensive overview of the existing knowledge of CEM. A synthesis of previous literature reveals the need for additional, contemporary information sources. The study is, therefore, supplemented by invited commentaries on CEM from senior scholars and hospitality managers.
Findings
The proposed model takes a holistic perspective on managing a positive customer experience, through collaboration among marketing, operations, design, human resources and strategy, in association with technology and social media.
Research limitations/implications
The literature review and commentaries from leading experts reveal six areas for further research on CEM in the hospitality industry.
Originality/value
This study provides a comprehensive, systematic review of CEM literature and detailed understanding of the mechanisms for managing customer experiences in the hospitality industry. It integrates state-of-the-art CEM knowledge in the generic business context, along with principles of hospitality management, and advances CEM research by emphasizing the need for collaboration among marketing, operations and human resources.
Keywords
Acknowledgements
The authors would like to acknowledge the contributions of leading scholars in the hospitality management academic field and senior managers of hospitality firms to this article. Their insights, thoughts and views contributed substantially to building a broader understanding of CEM from both a theoretical and practical perspectives. The authors, therefore, express their sincere thanks to Professors Anna Mattila, Bonnie Knutson, Chris Roberts, Beverley Sparks, Byron Keating, Srikanth Beldona, Khaldoon Nusair and David Solnet, and the senior managers from Marriott, Hyatt, Hilton, Crowne Plaza, The Fairmont, Columbus Hospitality, Fairfield Inn & Suites and Staybridge Suites.
Citation
Kandampully, J., Zhang, T.(C). and Jaakkola, E. (2018), "Customer experience management in hospitality: A literature synthesis, new understanding and research agenda", International Journal of Contemporary Hospitality Management, Vol. 30 No. 1, pp. 21-56. https://doi.org/10.1108/IJCHM-10-2015-0549
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited