Identification of Gaps in the Perception of Factors Affecting Customer Experience by Employees and Guests of the Hotel

The aim of the study is to identify the gaps in the perception of factors affecting customer experience of employees and guests of the hotel. The study provided the concept of customer experience, customer experience management, customer journey map, as well as the problem of gaps in the perception of customer experience between employees and customers. The methodology of research was presented with the analysis of the competitive environment, main activities of the hotel, and key customer segments. The hypotheses were tested, results of the study are presented, recommendations for improving customer experience management at the hotel are prepared to reduce the appearance of the gaps. The main hypothesis: "there is a gap in the perception of factors affecting the customer experience of employees and guests of the hotel" was confirmed. It turned out that managers pay more attention to the physical environment, while guests prefer to have a good relationship with the hotel staff. In addition, four statistical hypotheses were confirmed: the relationship of gender and the probability of discussing the hotel in a positive way; the relationship between age and the desire to maintain contact with the hotel after the check-out; the relationship between the purpose of the trip and the desire to maintain contact with the hotel after the check-out; the correlation between the desire to re-visit the hotel and the desire to recommend it. Location, price and breakfast turned out to be important factors at the stage of selecting a hotel. At the stage of living at the hotel: equipment and cleanliness of rooms, friendly staff, quality and variety of breakfast. At the stage of post-living, guests want to receive newsletters no more than once a month and they should be adapted to the target audience. In the research customer journey map way was created, where it was possible to identify all the critical points that arise from the consumer at different stages of interaction.