Hospitality is a field in which guests’ specific needs and wants should always be given serious consideration by hoteliers. Putting the guest at the centre of all business efforts contributes to generating customer value and enhancing a firm's competitiveness. Being customer-centric is paramount for hospitality establishments to create and sustain superior customer value. However, there is scant evidence in hospitality marketing literature of a clear understanding of the customer-centricity concept or of the possible effects of its implementation. Using a mixed-methods multiple case study approach, this research studies two different properties that, to some extent, are already engaged in customer-centricity practices through the use of advanced Customer Relationship Manager software. Results clearly show an increase in customer ratings, leading to possible profit implications; a cultural shift within the organizations studied connected with the customer-centricity phenomenon has also been reported.

Inversini A., De Carlo M., Masiero L. (2020). The effects of customer-centricity in hospitality. INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 86, 1-9 [10.1016/j.ijhm.2019.102436].

The effects of customer-centricity in hospitality

Masiero L.
2020

Abstract

Hospitality is a field in which guests’ specific needs and wants should always be given serious consideration by hoteliers. Putting the guest at the centre of all business efforts contributes to generating customer value and enhancing a firm's competitiveness. Being customer-centric is paramount for hospitality establishments to create and sustain superior customer value. However, there is scant evidence in hospitality marketing literature of a clear understanding of the customer-centricity concept or of the possible effects of its implementation. Using a mixed-methods multiple case study approach, this research studies two different properties that, to some extent, are already engaged in customer-centricity practices through the use of advanced Customer Relationship Manager software. Results clearly show an increase in customer ratings, leading to possible profit implications; a cultural shift within the organizations studied connected with the customer-centricity phenomenon has also been reported.
2020
Inversini A., De Carlo M., Masiero L. (2020). The effects of customer-centricity in hospitality. INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 86, 1-9 [10.1016/j.ijhm.2019.102436].
Inversini A.; De Carlo M.; Masiero L.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11585/859754
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