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Customer engagement touchpoints in hotel industry

Lorenc-Danel Dorota

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 202

369--378

Purpose: The purpose of the article is to identify the touchpoints and moments of interaction between hoteliers and their clients at various stages of consumption (pre-consumption, during, and post-consumption). This aims to highlight potential opportunities for firms to enable and stimulate actions within the framework of customer engagement in hotel industry. Design/methodology/approach: The main method used for the research is a systematic literature review (SLR). Findings: The results of the literature review revealed touchpoints in the hotel industry in both the real and virtual worlds. It was shown that interactions can be managed by various stakeholders. The necessity of appropriately managing touchpoints to generate desired outcomes was also highlighted. Research limitations/implications: The literature review was conducted in only one database, SCOPUS. Four criteria were applied for the keywords. A small number of results were obtained. Research on CE touchpoints in the hotel industry may be expanded to include additional databases, using a greater variety of keyword combinations and incorporating synonyms of those used in this article. Furthermore, studies should continue in the business environment by conducting case studies to get the examples form the practice. Practical implications: The practical implications of the study involve providing a framework that allows managers of hotels to establish customer engagement-focused companies and foster relationships with their customers that go beyond mere financial transactions. Originality/value: The article identifies areas that can be utilized in the hotel services industry to generate new activities within the framework of customer engagement. So far, the literature has identified the antecedents of the phenomenon, its forms, consequences, and measurement scales.