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Joy and disappointment in the hotel experience managing relationship segments

Joy and disappointment in the hotel experience managing relationship segments Purpose The objective of this research is to provide insight into the management of service quality and emotions across customer relationships in the businesstoconsumer market and to identify which segmentation method, i.e. conceptual versus datadriven, is more effective for this purpose.Designmethodologyapproach A crosssectional customer satisfaction survey conducted in the hotel industry was used to test the predictions. The respondents were Norwegian customers n689 of an international hotel chain, interviewed by telephone through a professional marketing research bureau. Several statistical analyses were applied to analyze the data, i.e. Cluster, MANOVA and regression. The conceptual model was estimated using PLS.Findings It would appear that the weaker the relationship segment, the more qualitybased and disappointing is the customer experience. The stronger or closer the relationship segment, the more balanced with respect to price and quality and joyful is the experience. One segmentation method seems to be more efficient than the other in this context.Research limitationsimplications The sample consists of Norwegian customers from the hotel industry represented by the business customer segment. There are more men than women in the samples.Practical implications The findings will allow service providers to develop more effective productserviceprice offerings and manage the emotional responses of customers with whom they have very different relationships.Originalityvalue This is the first scientific study to examine just how the role of emotions varies across relationship segments while comparing the findings from two different segmentation techniques. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Managing Service Quality Emerald Publishing

Joy and disappointment in the hotel experience managing relationship segments

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0960-4529
DOI
10.1108/09604520910926782
Publisher site
See Article on Publisher Site

Abstract

Purpose The objective of this research is to provide insight into the management of service quality and emotions across customer relationships in the businesstoconsumer market and to identify which segmentation method, i.e. conceptual versus datadriven, is more effective for this purpose.Designmethodologyapproach A crosssectional customer satisfaction survey conducted in the hotel industry was used to test the predictions. The respondents were Norwegian customers n689 of an international hotel chain, interviewed by telephone through a professional marketing research bureau. Several statistical analyses were applied to analyze the data, i.e. Cluster, MANOVA and regression. The conceptual model was estimated using PLS.Findings It would appear that the weaker the relationship segment, the more qualitybased and disappointing is the customer experience. The stronger or closer the relationship segment, the more balanced with respect to price and quality and joyful is the experience. One segmentation method seems to be more efficient than the other in this context.Research limitationsimplications The sample consists of Norwegian customers from the hotel industry represented by the business customer segment. There are more men than women in the samples.Practical implications The findings will allow service providers to develop more effective productserviceprice offerings and manage the emotional responses of customers with whom they have very different relationships.Originalityvalue This is the first scientific study to examine just how the role of emotions varies across relationship segments while comparing the findings from two different segmentation techniques.

Journal

Managing Service QualityEmerald Publishing

Published: Jan 23, 2009

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