Understanding service experience and its impact on brand image in hospitality sector |
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| Institution: | 1. The Business School and School of Hospitality and Tourism Management, University of Jammu, India;2. Stenden University Qatar, Department of International Hospitality Management, Qatar;1. Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061, USA;2. Department of Hotel, Restaurant & Institutional Management, University of Delaware, Newark, DE 19716, USA;3. Department of Integrated Information Technology, College of Hospitality, Retail, & Sport Management, University of South Carolina, Columbia, SC, USA;1. Department of Recreation, Sport and Tourism, University of Illinois at Urbana-Champaign, Champaign, IL, USA;2. School of Hospitality and Tourism Management, Purdue University, USA;1. Cyprus University of Technology, 30 Archbishop Kyprianou Str., 3036 Lemesos, Cyprus;2. University of Central Lancashire – Cyprus, 12-14 University Avenue, Pyla, Larnaka, Cyprus;1. Marketing Department, University of Valencia, Valencia, Spain;2. Facultad de Economía, Avda. Tarongers, s/n, 46018 Valencia, Spain;3. Facultad de Medicina y Odontología, Universidad Católica de Valencia San Vicente Mártir, Valencia, Spain;4. Department of Economics and Business, University of Sassari and CRENoS, Via Muroni, 25, 07100 Sassari, Italy;5. Senior Research Fellow, School of Tourism & Hospitality, University of Johannesburg, South Africa;1. Department of Tourism & Hospitality Management, The University of Waikato Management School, Private Bag 3105, Hamilton 3240, New Zealand;2. Department of Marketing, Operations and Management, ISCTE IUL Business School, Lisbon 1649-026, Portugal |
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| Abstract: | This paper provides an understanding of customers’ common expectations and other important factors that enhance service experience during guest stay in the three selected four star rated hotels in Jammu, Chandigarh and Delhi, India. A structured questionnaire was used to collect data from hotel managers and individual customers. Guest's attitudes, their expected and unexpected feedback in addition to analyzing the important information that helps in finding out particular areas critical to customer service quality are explored. Overall the results indicate that expectations of the guests and actual experiences are at disparity. Viable recommendations to the hotel owners in particular and the hospitality industry overall are made which are likely to improve customer's memorable experience. |
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| Keywords: | Service quality Customer experiences Brand image Customer Satisfaction India |
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