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UNDERSTANDING CUSTOMERS’ MEMORABLE EXPERIENCE IN THE HOSPITALITY SECTOR: THE CASE OF BOUTIQUE HOTELS
- 언어ENG
- URLhttps://db.koreascholar.com/Article/Detail/299091
This research was conducted in order to investigate how customer experience could be built in the hospitality industry, more specifically with the aim of becoming memorable (Lindgreen et al., 2009). The hospitality industry is at the crossroad between providing simple services and selling a good to be actively consumed (the room occupation). However, studies show that consumers do expect more than before from their stay in a hotel (Williams, 2006; Zeithalm & at., 1990): a clean well-heated room with proper shower and a qualitative breakfast does not meet anymore people’s expectations and in no way drives them towards delight… Besides, the power of customers have gained importance, being the first source of information for prospects when considering a choice of hotels to stay in: Booking.com and the such are now huge challengers to their success. Hence the importance of exceeding customers’ expectations to create positive word-of-mouth and hence attraction for new clients, while building some closer relationship with the initial customer which should lead towards repeat stay, if applicable.
One way found by the industry to enhance stays and stimulate customers’ delight potential focuses on providing ‘memorable customer experience’. Such experience is the fusion between tangible (sensorial) and intangible (symbolic) attributes of an offering (Kwortnick & Ross, 2007), leading towards the engraving of its unique souvenir in the consumers’ minds. It becomes some kind of engagement, of co-creation act between the experience provider and the consumer (Poulsson & Kale, 2004). Such positive, enduring and unique souvenir is a rational for relationship-building and thus positive word-of-mouth on along with loyalty towards the experience provider (Berry & Carbone, 2007).
During the past years, the hospitality industry has been witnessing the increasing success of the so-called boutique-hotels that appeared in the 80’s in the USA. They are hard to define, as ontologically refusing any of the traditional marketing approach of the hospitality sector (no classification, no norms to respect, etc…). However, they could be characterized as “middle-size hotels, usually located in urban or semi-urban areas, and distinguishing itself by a personalized service and a sophisticated elegant environment” (Source: World Hotel Rating). Their exponential development and success raises questions regarding the relevance of their business model as a source of inspiration for the overall hospitality industry.
In this research, we use the case study of the boutique hotels to grasp the various dimensions of a memorable customer experience in hospitality. More specifically, we aim at answering the key question on the triggers of positive emotions in such experiential offers.
To reach this goal, we combine participant observation and in-depth interviews with clients in boutique-hotels (theoretical sampling, 13 interviewed equally representing men and women). Data was analyzed using content analysis (Belerson, 1952). Results confirm the fact that the experiential nature of the offer of the boutique-hotels match current consumers’ desires. It concludes with the need to retain customers through an innovative loyalty strategy that would communicate with them in an effective manner, and turn the concept into a long-term profit-raising one, turning consumers into real customers.
