Customer experience is in crisis. Institutional Affiliation

Customer Experience
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Institutional Affiliation

Customer Experience
Customers are the most important part of a company, and they are the sole purpose of why a business is established (Gustafsson et al.,2005; Ngo, 2015). The question that every executive should ask themselves is; what do customers want? Unlike in the past, technology has evolved significantly, handing customers unparalleled control over the experience of buying products and services. In the current business world, the market is hypercompetitive across all industries. Some of the best performing corporates have massively improved their interaction with customers (Oh & Kim, 2017). Thus, customers in any sector expect high levels of satisfaction they receive from world-leading companies such as Apple, Google, and Amazon. These companies are differentiating themselves from others through the effective use of technology. Modern analytic tools have given them relevant customer insights that help them move with unprecedented agility. Today, customers prefer transacting online rather than visiting a company’s stores. Offering services online is not enough because customers now expect to receive service within the shortest time possible. In addition, a considerable number of customers prefer a simple experience and the use of comparison apps while shopping. Apart from offering services on digital platforms, customers expect service providers to offer a social experience, an act that allows them to share their grievances and ideas (Ilieska, 2013).
Customer Satisfaction in the Hospitality Industry
For the hospitality industry, delivering basics such as a clean suite, delicious meals, excellent transport, and comfortable rooms is not enough as far as customer satisfaction is concerned (Dominici & Guzzo, 2010; Margabandhu & Saravanaraj, 2014). Rather, it is crucial to investigate the basics of how to integrate data with important insights to improve customer experience in the hospitality industry. Like most other industries, technology is revolutionizing the hospitality industry. Activities such as booking and payments are now done online (Eshetie et al., 2016). Customers are also relying on reviews from other people to determine which company offers the best hospitality services (Amin, 2015; Park & Jeong, 2019). Improving how customers interact with various digital platforms will significantly improve customer experience. Research indicates that improving the customer experience slightly can enhance productivity, build retention and create espousal that translates into huge revenue gains. Without a doubt, happy customers improve hotel incomes and profits which are the reasons why customer experience is highly associated with loyalty. Customer loyalty greatly influences customers' retention rates in a company (Suchбnek & Krбlovб, 2019; Alghwery & Christian, 2014).
Stimulus-Response Model
Consumer’s decision-making behavior is influenced by several factors in which a company must investigate and provide products and services tailored to satisfy these factors. One of the commonly used models to understand the customer’s purchasing behavior is the stimulus-response model (Graa & Dani, 201...