Customer relationship quality and hotel customer experience: evidence from the algerian hospitality industry
DOI:
https://doi.org/10.34140/bjbv8n3-037Palavras-chave:
customer relationship quality, customer experience, hotels, relationship marketing, AlgeriaResumo
This study examines whether customer relationship quality shapes hotel customer experience in the Algerian hospitality industry. Relationship quality is represented by trust, commitment and satisfaction, while customer experience is treated as a multidimensional construct comprising cognitive, affective, behavioural and social responses. A quantitative, cross-sectional survey generated 269 valid questionnaires from hotel customers in Algeria. The data were analysed with IBM SPSS Statistics 26 using descriptive statistics, Cronbach's alpha, normality and multicollinearity diagnostics, and multiple linear regression. The model explains 69.6% of the variance in customer experience. Trust, commitment and satisfaction all have positive and statistically significant effects, with satisfaction emerging as the strongest predictor, followed by commitment and trust. The findings show that superior hotel experiences depend not only on functional service attributes but also on credible communication, fulfilled promises, professional interactions and cumulative satisfaction across customer touchpoints. The study extends relationship marketing research by positioning relationship quality as an antecedent of multidimensional customer experience and provides evidence from an underrepresented North African hospitality market.
Referências
BAQUERO, A. Exploring the relationship between customer experience, revisit intention, customer value and engagement in the hotel industry. International Journal of Tourism Research, v. 27, n. 5, e70109, 2025. https://doi.org/10.1002/jtr.70109
BOUHAFS, M. The interaction between relational variables (trust, satisfaction and commitment) using PLS approach in a hotel: the case of Sheraton in Oran (Algeria). Economic Studies, v. 18, n. 3, p. 81-101, 2024. https://asjp.cerist.dz/en/article/255066
BRAKUS, J. J.; SCHMITT, B. H.; ZARANTONELLO, L. Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, v. 73, n. 3, p. 52-68, 2009. https://doi.org/10.1509/jmkg.73.3.052
CROSBY, L. A.; EVANS, K. R.; COWLES, D. Relationship quality in services selling: an interpersonal influence perspective. Journal of Marketing, v. 54, n. 3, p. 68-81, 1990. https://doi.org/10.1177/002224299005400306
GRÖNROOS, C. From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, v. 32, n. 2, p. 4-20, 1994. https://doi.org/10.1108/00251749410054774
HENNIG-THURAU, T.; GWINNER, K. P.; GREMLER, D. D. Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of Service Research, v. 4, n. 3, p. 230-247, 2002. https://doi.org/10.1177/1094670502004003006
KLAUS, P.; MAKLAN, S. Towards a better measure of customer experience. International Journal of Market Research, v. 55, n. 2, p. 227-246, 2013. https://doi.org/10.2501/IJMR-2013-021
LEMON, K. N.; VERHOEF, P. C. Understanding customer experience throughout the customer journey. Journal of Marketing, v. 80, n. 6, p. 69-96, 2016. https://doi.org/10.1509/jm.15.0420
LIU, H.; XIAO, Q.; WANG, H. Understanding customer experience for sustainable innovation: an integration of conscious and unconscious perspectives of theme hotel guests. Sustainability, v. 16, n. 13, 5274, 2024. https://doi.org/10.3390/su16135274
MAYER, R. C.; DAVIS, J. H.; SCHOORMAN, F. D. An integrative model of organizational trust. Academy of Management Review, v. 20, n. 3, p. 709-734, 1995. https://doi.org/10.5465/amr.1995.9508080335
MESLEM, A.; ABDERRAHIM, W. Website evaluation of luxury hotels in Algeria using advanced content analysis and eMICA model. Journal of Contemporary Economic Studies, v. 7, n. 2, p. 453-464, 2022. https://asjp.cerist.dz/en/article/210332
MORGAN, R. M.; HUNT, S. D. The commitment-trust theory of relationship marketing. Journal of Marketing, v. 58, n. 3, p. 20-38, 1994. https://doi.org/10.1177/002224299405800302
OLIVER, R. L. Whence consumer loyalty? Journal of Marketing, v. 63, Special Issue, p. 33-44, 1999. https://doi.org/10.1177/00222429990634S105
PALMATIER, R. W.; DANT, R. P.; GREWAL, D.; EVANS, K. R. Factors influencing the effectiveness of relationship marketing: a meta-analysis. Journal of Marketing, v. 70, n. 4, p. 136-153, 2006. https://doi.org/10.1509/jmkg.70.4.136
PODSAKOFF, P. M.; MACKENZIE, S. B.; LEE, J.-Y.; PODSAKOFF, N. P. Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, v. 88, n. 5, p. 879-903, 2003. https://doi.org/10.1037/0021-9010.88.5.879
RATHER, R. A.; RASUL, T.; KHAN, H.; KHAN, I. Unveiling the dynamics between consumer brand engagement, experience, and relationship quality towards luxury hotel brands: moderating investigation of brand reputation. International Journal of Hospitality Management, v. 116, 103572, 2024. https://doi.org/10.1016/j.ijhm.2023.103572
SULLIVAN, G. M.; ARTINO, A. R. Analyzing and interpreting data from Likert-type scales. Journal of Graduate Medical Education, v. 5, n. 4, p. 541-542, 2013. https://doi.org/10.4300/JGME-5-4-18
VARGO, S. L.; LUSCH, R. F. Evolving to a new dominant logic for marketing. Journal of Marketing, v. 68, n. 1, p. 1-17, 2004. https://doi.org/10.1509/jmkg.68.1.1.24036
VELOSO, M.; GOMEZ-SUAREZ, M. Customer experience in the hotel industry: a systematic literature review and research agenda. International Journal of Contemporary Hospitality Management, v. 35, n. 8, p. 3006-3028, 2023. https://doi.org/10.1108/IJCHM-04-2022-0517
VERHOEF, P. C.; LEMON, K. N.; PARASURAMAN, A.; ROGGEVEEN, A.; TSIROS, M.; SCHLESINGER, L. A. Customer experience creation: determinants, dynamics and management strategies. Journal of Retailing, v. 85, n. 1, p. 31-41, 2009. https://doi.org/10.1016/j.jretai.2008.11.001
WALLS, A. R.; OKUMUS, F.; WANG, Y.; KWUN, D. J. W. An epistemological view of consumer experiences. International Journal of Hospitality Management, v. 30, n. 1, p. 10-21, 2011. https://doi.org/10.1016/j.ijhm.2010.03.008
ZEROUATI, M.; GUETTAF, F. Exploring relationship marketing practices in hotel institutions through user-generated reviews: an analysis of some TripAdvisor reviews in an Algerian hotel. Strategy and Management Review, v. 9, n. 3, p. 84-104, 2019. https://asjp.cerist.dz/en/article/98082
