A multi-perspective on the role of customer experience across the hospitality industry in Gozo

Abstract

Purpose: The purpose of this study is to identify the role customer experience plays within the hospitality industry in Gozo. The aim is to obtain an overview of the expectations of hotel guests and how various hospitality providers deal with delivering a positive customer experience. Methodological Approach: In order to collect the required qualitative data, semi-structured interviews were conducted. The interviewees were managers of holiday accommodation establishments as well as guests. The results obtained from this research study should help stakeholders in their efforts to provide, enhance and sustain memorable experiences consonant with their guests’ perceptions. Findings: The findings indicate that managers of lodging establishments focus more on online touchpoints than on offline ones. Indeed, they aim continuously to integrate digital innovations into their strategies. However, not all are eager to invest in technological tools due to multiple reasons such as cost. Nevertheless, guests seek out hotels that are digitally driven. Both managers of lodging establishments and their guests agree that hotel staff play a major role in customer satisfaction. Indeed, managers plan to engage related staff when designing experiences for their guests. Moreover, managers are aware of the expectations of their guests and that different factors influence each guest differently. Even though managers of lodging establishments are certain that they do their best to satisfy their guests, recommendations and complaints are still made by nearly all guests. Despite the fact that managers regularly gather feedback, they do not appear to be aware that renovation is needed every so often, which is what guests demand. Research limitations: The aim was to have a large sample as it would lead to more data and accuracy. However, hospitality providers in the small island of Gozo are limited. Thus, there were few participants. Also, the guests that participated in the interviews were very quick in answering the questions but their answers were not in-depth. Besides, the process of contacting desired participants and collecting the necessary data was a difficult task due to the large amount of data that was collected and the numerous transcripts that were drafted, which was time consuming. Avenues for further research: One avenue for future research which can provide useful insight is whether there is a link between a lack of expertise managers may have on enhancing customer experience and the fact that some lodging establishments are family businesses. Future research could also focus on how guests make their choice of hotels. For instance, the use of pictures could be analysed and the type of pictures that impact decision making could be investigated.