Customer experience management in hospitality: A literature synthesis, new understanding and research agenda

Abstract

<p>Purpose – In the contemporary hospitality industry, superior customer experiences are essential in gaining<br />customer loyalty and achieving a competitive advantage. However, limited research addresses this subject.<br />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<br />managing customer experience and a rich agenda for research.<br />Design/methodology/approach – An extensive literature review produces a comprehensive overview<br />of the existing knowledge of CEM. A synthesis of previous literature reveals the need for additional,<br />contemporary information sources. The study is, therefore, supplemented by invited commentaries on CEM<br />from senior scholars and hospitality managers.<br />Findings – The proposed model takes a holistic perspective on managing a positive customer experience,<br />through collaboration among marketing, operations, design, human resources and strategy, in association<br />with technology and social media.<br />Research limitations/implications – The literature review and commentaries from leading experts<br />reveal six areas for further research on CEMin the hospitality industry.<br />Originality/value – This study provides a comprehensive, systematic review of CEM literature and<br />detailed understanding of the mechanisms for managing customer experiences in the hospitality industry. It<br />integrates state-of-the-art CEMknowledge in the generic business context, along with principles of hospitality<br />management, and advances CEM research by emphasizing the need for collaboration among marketing,<br />operations and human resources.<br />Keywords Social media, Technology, Hospitality, Customer experience management,<br />Customer-to-customer relationships<br />Paper type Conceptual paper<br /></p>