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

Ibrahim Akram Alnawas · Jane Hemsley‐Brown

142 citations0/0 files storedJournal of Hospitality Marketing & Management

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Customer Service Quality and Loyalty Diverse Aspects of Tourism Research Consumer Retail Behavior Studies

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.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 2025Advances in Consumer Research 1990Flow: the psychology of optimal experience 1979Review of Psychometric theory (2nd ed.).1992Measuring Service Quality: A Reexamination and Extension

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