ABSTRACT

Despite the hospitality industry reeling under the impact of COVID-19, few studies provide practitioner-oriented perspectives capturing dimensions of guest loyalty within emerging markets. The researchers examine the influence of perception of value and experience on guest loyalty within the context of the Indian hotel industry. A random questionnaire survey of 170 occupants across three renowned hotels during the first week of COVID-19 induced lockdown in India and subsequent analysis using structural equation modeling confirm that both guest loyalty and satisfaction continue to be positively influenced by perception of value and the service experience. Both guest satisfaction and loyalty are strongest among guests who perceive high service value. Guest loyalty is also indirectly influenced by value perception and service experience through the mediation of customer satisfaction. The relationship between perceived experience and guest satisfaction is found to be stronger when perceived service value is higher. The hospitality industry, a vector of pandemic occurrence, can use this opportunity to reset business models. While micro-segmentation is called for in positioning offerings to target groups, efforts to reduce customer sacrifice by simplification of pricing and transaction procedures should be implemented across the spectrum in adjusting to the new normal.

摘要

尽管酒店业在 COVID-19 的影响下步履蹒跚，但很少有研究提供以从业者为导向的视角来捕捉新兴市场中客户忠诚度的各个方面。研究人员在印度酒店业的背景下研究了价值感知和体验对客户忠诚度的影响。在 COVID-19 导致印度封锁的第一周，对三家知名酒店的 170 名住客进行了随机问卷调查，随后使用结构方程模型进行的分析证实，客户忠诚度和满意度继续受到价值感知和服务体验的积极影响. 在感知高服务价值的客人中，客人的满意度和忠诚度都最强。顾客忠诚度也通过顾客满意度的中介间接地受到价值感知和服务体验的影响。当感知服务价值越高时，感知体验和顾客满意度之间的关系就越强。酒店业是大流行病的传播媒介，可以利用这个机会重新设定商业模式。虽然在向目标群体定位产品时需要进行微细分，但应通过简化定价和交易程序来减少客户牺牲，以适应新常态。可以利用这个机会重置商业模式。虽然在向目标群体定位产品时需要进行微细分，但应通过简化定价和交易程序来减少客户牺牲，以适应新常态。可以利用这个机会重置商业模式。虽然在向目标群体定位产品时需要进行微细分，但应通过简化定价和交易程序来减少客户牺牲，以适应新常态。