The effects of customer-centricity in hospitality

Alessandro Inversini, Manuela De Carlo, Lorenzo Masiero

Research output: Journal article publicationJournal articleAcademic researchpeer-review

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.

Original languageEnglish
Article number102436
JournalInternational Journal of Hospitality Management
Volume86
DOIs
Publication statusPublished - Apr 2020

Keywords

  • Competitiveness
  • Consumer value
  • CRM
  • Customer centricity
  • Hoxell

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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