The Influence of Customer Experience on Clients Loyalty in the Hotel Industry

In this master thesis the influence of customer experience on loyalty of clients in the hotel industry is investigated. Nowadays, as the competition between hotels is becoming more and more intense, the ability of hotel to attract and retain customers becomes an issue of great significance. Customers’ loyalty has become an important indicator that has a huge impact on hotel’s success. That is why it is essential to understand how customer experience can affect loyalty and which dimensions of experience can bring forward clients loyalty. This research was carried out in the Brighton Hotel in Moscow. Theoretical aspects and empirical researches of customer experience and loyalty have been investigated and as a result a conceptual model of customer experience has been developed. A questionnaire was distributed among Brighton guests. The factor analysis was performed, as a result of which the attributes of customer experiences were allocated to three factors that were describing such dimensions of customer experience as needs satisfaction, easiness of interaction with the hotel and the enjoyability of staying in the hotel. The regression model has shown that among these three dimensions of customer experience only the dimension that was dedicated to the enjoyability of guest’s stay in the hotel is influencing the clients loyalty, which was measured as the intention to recommend the hotel and the intention to come back to the hotel.