Customer Experiences in the Tourism Service: Theoretical Research and Proposed Analysis Framework
Main Article Content
Abstract
With the view to examine the relationship between customer experience and behaviour in Vietnamese tourism service, this study integrates and analyses significant factors composing customer experience and customer behaviour. Methods of secondary data analysis and information interpretation are applied in the scope of this research. Based on results, the study proposes an integrative research framework about the relationship of customer experience and customer behaviour in this specific context. The framework includes customer experience (independent factors) including brand style, staff-customer interaction, customer-customer interaction, atmosphere, which lead to customer behaviour (dependent factors), namelycustomer satisfaction, loyalty, word of mouth and co-creation. Basing on research findings, tourism companies need to enhance positive experiences in every touch point during service process in order to satisfy travellers, which will create customer loyalty, word of mouth and co-creation when using tourism service in Vietnam. At the moment, this is an important contribution when researching about customer experience, not only in tourism sector, but also in competitive service sector in Vietnam.
Keywords:
Customer experience, customer behaviour, tourism service, Vietnam tourism sector
References
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[37] Mouri, N., A Consumer-Based Assessment of Alliance Performance: An Examination of Consumer Value, Satisfaction and Post-Purchae Behavior, University of Central Florida Orlando, 2005, 597.
[38] Vo, T. N. T., Llosa, S., Dynamique de satisfaction et intention de renouvellement d’expériences hédoniques, Management & Avenir, 2015, 6, 80, 155–174.
[39] Gretzel, U., Fesenmaier, D. R., Lee, Y. J., Tussyadiah, I., Narrating travel experiences: the role of new media, Tourist experience: Contemporary perspectives, 2010, 171.
[40] Chang, T. Y., Horng, S. C., Conceptualising and measuring experience quality: the customer’s perspective. The Service Industries Journal, 2010, 30 (14), 2401–2419.
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[42] Rose, S., Clark, M., Samouel, P., & Hair, N., Online customer experience in e-retailing: an empirical model of antecedents and outcomes, Journal of retailing, 2012, 88 (2), 308-322.
[2] Bustamante, J. C., Rubio, N., Measuring customer experience in physical retail environments, Journal of Service Management, 2017, 29 – 37.
[3] Pine, B. J., Gilmore, J. H., Welcome to the experience economy. Harvard business review, 1998, 76, 97-105.
[4] Klaus, P. P., Maklan, S., Towards a better measure of customer experience. International Journal of Market Research, 2013, 55(2), 227-246.
[5] Millar, R., Twenty first century science: Insights from the design and implementation of a scientific literacy approach in school science, International Journal of Science Education, 2006, 28(13), 1499-1521.
[6] Lemon, K. N., Verhoef, P. C., Understanding customer experience throughout the customer journey, Journal of marketing, 2016, 80(6), 69-96.
[7] Shaw, C., Ivens, J., Building great customer experiences, Palgrave, 2002, 241.
[8] Voss, C., Trends in the experience and service economy: The experience profit cycle. London Business School, 2004, 1- 38
[9] Andajani, E., Understanding customer experience management in retailing. Procedia Social and Behavioral Sciences, 2015, 211, 629-633.
[10] Brakus, J. J., Bernd H. S., Lia Z., Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty, Journal of Marketing, 2009, 73, 52–68.
[11] Klaus, P. P., Maklan, S., EXQ: A Multiple-Item Scale for Assessing Service Experience, Journal of Service Management, 2012, 23 (1), 5–33.
[12] Klaus, P. P., Measuring Customer Experience: How to Develop and Execute the Most Profitable Customer Experience Strategies, New York: Palgrave Macmillan, 2015, 29, 430 - 435
[13] Kim, H., Choi, B., The influence of customer experience quality on customers’ behavioral intentions, Services Marketing Quarterly, 2013, 34(4), 322–338. doi:10.1080/15332969.2013.827068
[14] Lemke F., Moira C., Hugh W., Customer Experience Quality: An Exploration in Business and Consumer Contexts Using Repertory Grid Technique, Journal of the Academy of Marketing Science, 2011, 39 (6), 846–69
[15] Alnawas, Ibrahim, and Jane Hemsley-Brown, Examining the key dimensions of customer experience quality in the hotel industry, Journal of Hospitality Marketing & Management, 2019, 28 (7), 833-861.
[16] Xu, J. B., Chan, A., A conceptual framework of hotel experience and customer‐based brand equity, International Journal of Contemporary Hospitality Management, 2010, 22 (2), 174 - 193
[17] Uriely, N., Belhassen, Y., Drugs and tourists’ experiences, Journal of Travel Research, 2005, 43 (3), 238-46.
[18] Mcintosh, A. J., Siggs, A., An exploration of the experiential nature of boutique accommodation, Journal of travel research, 2005, 44(1), 74-81.
[19] Rishi, P., Moghe, S., Upadhyay, B.K., Analysis of hierarchy of needs and motivational strategies for eco-development planning in two national parks of India, Resources, Conservation and Recycling, 2008, 52 (5), 707-18.
[20] Klaus, P., Maklan, S., The role of brands in a service-dominated world, Journal of Brand Management, 2007, 15 (2), 115-22.
[21] Ali, F., Amin, M., Cobanoglu, C., An integrated model of service experience, emotions, satisfaction and price acceptance: An empirical analysis in the Chinese hospitality industry, Journal of Hospitality Marketing & Management, 2016, 25 (4), 449–475. doi:10.1080/ 19368623.2015.1019172
[22] Ren, L., Qiu, H., Wang, P., Lin, P., Exploring customer experience with budget hotels: Dimensionality and satisfaction, International Journal of Hospitality Management, 2016, 52, 13–23. doi:10.1016/j.ijhm.2015.09.009
[23] Bui, T. Q. T., Study the impact of customer experience on loyalty in hotels in Vietnam, Journal of commercial science, 2020, 140, 33 – 43 (in Vietnamese)
[24] Jana, A., & Chandra, B., Mediating role of customer satisfaction in the mid-market hotels: An empirical analysis, Indian Journal of Science and Technology, 2016, 9(1), 1-16.
[25] Khan, I., Garg, R. J., Rahman, Z., Customer service experience in hotel operations: an empirical analysis, Procedia-Social and Behavioral Sciences, 2015, 189, 266-274
[26] Nguyen, T.M.N., Nguyen, T.T.V., Smart Tourism Destination, Hue University Journal of Science: Economics and Development , 2019, 128 (6), 17 - 35
[27] Solomon, M. R., Consumer behavior: buying, having, and being. Boston, MA: Pearson, 2017.
[28] Nam, J., Ekinci, Y., Whyatt, G., Brand equity, brand loyalty and customer satisfaction, Annals of Tourism Research, 2011, 38(3), 1009–1030. doi:10.1016/j.annals.2011.01.015
[29] Stein, A., Ramaseshan, B., Towards the identification of customer experience touch point elements, Journal of Retailing and Consumer Services, 2016, 30, 8–19. doi:10.1016/j. jretconser.2015.12.001
[30] Wu, Cedric, H. J., The impact of customer-to-customer interaction and customer homo- geneity on customer satisfaction in tourism service—the service encounter prospective, Tourism Management, 2007, 28, 1518–2.
[31] Walls, R., A cross-sectional examination of hotel consumer experience and relative effects on consumer values, International Journal of Hospitality Management, 2013, 32, 179–192. doi:10.1016/j. ijhm.2012.04.009
[32] Kotler, P., Kotler on marketing, Simon and Schuster, 2012
[33] Altunel, M. C., Erkurt, B., Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention, Journal of Destination Marketing & Management, 2015, 4(4), 213-221.
[34] Yoon, Y., Uysal, M., An examination of the effects of motivation and satisfaction on destination loyalty: a structural model, Tourism management, 2005, 26 (1), 45-56.
[35] Chaudhuri, M., Voorhees, C. M., Beck, J. M., The effects of loyalty program introduction and design on short-and long-term sales and gross profits, Journal of the Academy of Marketing Science, 2019, 47 (4), 640-658.
[36] Chi, C. G. Q., Qu, H., Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach, Tourism management, 2008, 29(4), 624-636.
[37] Mouri, N., A Consumer-Based Assessment of Alliance Performance: An Examination of Consumer Value, Satisfaction and Post-Purchae Behavior, University of Central Florida Orlando, 2005, 597.
[38] Vo, T. N. T., Llosa, S., Dynamique de satisfaction et intention de renouvellement d’expériences hédoniques, Management & Avenir, 2015, 6, 80, 155–174.
[39] Gretzel, U., Fesenmaier, D. R., Lee, Y. J., Tussyadiah, I., Narrating travel experiences: the role of new media, Tourist experience: Contemporary perspectives, 2010, 171.
[40] Chang, T. Y., Horng, S. C., Conceptualising and measuring experience quality: the customer’s perspective. The Service Industries Journal, 2010, 30 (14), 2401–2419.
[41] Fawaz, Z., Lifestyle hotels: The emergence of a new creative class, https://www.hospitalitynet.org/file/152005607.pdf, 2015 (accessed 02 December 2020)
[42] Rose, S., Clark, M., Samouel, P., & Hair, N., Online customer experience in e-retailing: an empirical model of antecedents and outcomes, Journal of retailing, 2012, 88 (2), 308-322.