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Academic research on customer experience (CX) in the hospitality industry has recently experienced vast growth as managers have increasingly focused on delivering distinctive experiences to their guests. Despite the relevance of this topic, studies conducted in this area within the hotel context are scarce and dispersed. This paper aims to classify the main academic studies and to present a definition of hotel CX, a conceptual model, emerging trends and future research gaps.

A systematic literature review (SLR) was selected as the research methodology. Adapted from preferred reporting items of SLR and meta-analysis statements, this study entailed an in-depth review of 46 articles published in English between 2006 and 2021. The articles were compiled using keyword searches in Scopus and Web of Science.

This study facilitates an understanding of the hotel CX. The conceptual framework derived from the SLR includes the entire set of antecedents, consequences, mediators and moderators of this concept. The results also illustrate the topic’s academic evolution and expose major guidelines that can help determine areas for future research.

This study adds value to the hospitality research literature via SLR. The framework of CX in the hotel industry synthesizes the existing knowledge on this topic and identifies research gaps. The proposed framework allows for the improvement of future hotel CX studies.

This study aims to determine how hotel-generated content (HGC) on official social media accounts influences booking intention by considering the mediating role of three key constructs: user evaluations of the perceived quality of information, engagement and brand attitude.

A total of 834 valid online questionnaires were collected to empirically test the measurement and structural model using a partial least square path modeling approach.

Although HGC does not have a direct effect on booking intention, this construct has a positive influence on both the perceived quality of information and engagement, which in turn positively influence booking intention. In addition, greater engagement generates a positive attitude, which increases booking intention.

This study represents a new step in understanding the influence of HGC on tourist behavior by extending research on guests’ decision-making processes and empirically demonstrating the chain of related influences that begins with HGC to promote booking intention.

本研究旨在通过考虑三个关键结构的中介作用来确定官方社交媒体账户上酒店生成的内容 (HGC) 如何影响预订意愿：用户对信息感知质量的评价、参与度和品牌态度。

共收集了 834 份有效的在线问卷, 以使用偏最小二乘路径建模方法对测量和结构模型进行实证检验。

虽然 HGC 对预订意愿没有直接影响, 但这种结构对信息的感知质量和参与度都有积极影响, 进而对预订意愿产生积极影响。 此外, 更多的参与会产生积极的态度, 从而增加预订意愿。

本研究代表了理解 HGC 对游客行为影响的新步骤, 它扩展了对客人决策过程的研究, 并通过实证证明了从 HGC 开始的相关影响链, 以促进预订意愿。

The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand.

Data were collected through an online survey of 416 hotel customers. The proposed model was tested with structural equations modelling (SEM).

The results suggest that brand experience in the hotel sector is a consequence of four dimensions: location, ambience, staff and Web, in that order of influence. In addition, the study confirms the mediating role of emotional attachment in the relationship between experience and WOM recommendations. However, the experience itself has a greater direct impact than the attachment.

By knowing the dimensions that comprise the hotel brand experience, managers can design more impactful experiences that create strong links with guests, thereby increasing WOM recommendations.

This paper enriches the existing literature on brand experience in the hospitality sector and provides evidence of the mediating role of emotional bonding. Previous research has proven that linking is a consequence of experience, but not yet examined its mediating role.

El objetivo principal de esta investigación es desarrollar un modelo para medir el impacto de la experiencia de marca en la industria hotelera, sobre las recomendaciones boca-oído, teniendo en cuenta el posible rol mediador de la vinculación afectiva con la marca.

Los datos se recogieron mediante una encuesta online a 416 clientes de hoteles. La contrastación del modelo propuesto se ha realizado mediante el desarrollo de un modelo con ecuaciones estructurales (SEM).

Los resultados sugieren que la experiencia de marca en el sector hotelero, es consecuencia de cuatro dimensiones (ubicación, ambiente, personal y web), siendo ubicación, ambiente y personal más influyentes que la web en la generación de experiencias. Se confirma el rol mediador de la vinculación afectiva en la relación entre la experiencia y las recomendaciones boca-oído. No obstante, la experiencia tiene mayor impacto directo que el vínculo afectivo en esta relación.

Conocer las dimensiones que integran la experiencia de marca en el hotel, permite a los gerentes diseñar mejores experiencias que impacten a sus huéspedes y consigan y crear fuertes vínculos con ellos, incrementando así las recomendaciones boca-oído.

El presente trabajo enriquece la literatura existente sobre experiencia de marca en el sector turístico y aporta evidencias del rol mediador de la vinculación afectiva. Investigaciones previas han probado que la vinculación es consecuencia de la experiencia, pero no su papel mediador.

In the aftermath of the COVID-19 pandemic, technology is rewriting the way consumers shop as well as the retail operating models. In this context, investment in new technologies is a strategic imperative for retailers striving to remain relevant and profitable. Using Kahn's Retail Success Matrix as the conceptual framework, the aim of the study is to propose a classification of emerging technologies based on their potential for sustaining retailers' competitive strategies.

Following an initial qualitative study based on in-depth interviews and focus groups with 20 retail managers, the authors collected survey data from a sample of 168 retail and technology professionals. To achieve the research objectives, content, descriptive and multiple correspondence factor analyses were carried out.

The data analyses result on a map that plots the technological solutions that retail experts identify as enablers of four key competitive strategies: product superiority, enhanced customer experience, frictionless shopping experience and operational excellence.

This research work provides valuable insight into how retail companies can capitalise on technology to create or reinforce their competitive positioning. The framework acts as a guide for retail companies to assess their technology priorities.

This exploratory empirical study is the result of a collaboration between academic researchers and retail professionals. Thus, it addresses challenges experienced by key stakeholders. The encompassing classification enables a better understanding of the impact of technology on retailers' competitive positioning.

The purpose of this paper is to attempt to understand the extent to which price consciousness and quality consciousness influence attitudinal loyalty to store brands (SBs) in different segments of consumers: heavy, medium and light buyers of SBs. SBs are currently consolidated among price-conscious consumers, but less established among the quality-conscious consumers.

After reviewing the literature and constructing a theoretical model, the authors performed a study on Spanish food products, a sector in which SBs have achieved a significant market share. They collected data through a personal survey and analyzed it using structural equations modeling, and they performed a multigroup analysis of heavy buyers, medium buyers and light buyers of SBs.

The results obtained alert retailers to the tremendous importance of price vs quality in the formation of SB value and loyalty to SBs among heavy buyers of these brands, show the balance between price and quality as components of SB value and generators of loyalty among medium buyers and recognize the need to strengthen the image of SB quality to reinforce SBs’ value and smart shopping associations to increase light buyers’ loyalty to SBs.

The study contributes new evidence and knowledge on SB loyalty among consumers who show different usage of these brands (heavy, medium and light buyers). It then assesses the short- and long-term value of each segment of customers for the retailer and recommends retail strategies adapted to each segment.

The purpose of this paper is to analyse the relationships between the different phases of the store brand (SB) evaluative process (i.e. attitude, preference and purchase intention) in an international context and to investigate how each of them is influenced by selected perceptual characteristics of consumers, psychographic consumer traits and product evaluative criteria.

The data were obtained from a survey of 1,118 shoppers from six different countries. Consecutive chained multiple and logistic regression models that incorporated the main antecedents into each stage were applied.

The main results are as follows: first, quality inferences based on brand image and reputation have a significant positive effect on SB attitude; second, shoppers’ propensity to explore and their risk perceptions are antecedents of SB preference rather than SB attitude; and finally, impulsiveness has a significant positive impact on SB purchase intention.

The results can assist retailers in developing strategies according to the specific phase of their customers’ evaluative process: promoting expert recommendations and opinion-leader testimonials in the attitude formation stage, investing in innovation in the preference formation stage and improving the overall shopping experience in the purchase intention stage.

This paper extends research on the consumer decision-making process by empirically demonstrating that SB preference is a mediating variable between SB attitude and SB purchase intention. From a practical perspective, this work involves an extensive empirical study that aggregates data from shoppers across six Western countries. This multinational sample offers a high degree of external validity and generalisation of the results obtained.

To empirically analyse the relationship between the shelf space assigned to brands and several factors related to store management.

The data come from a study of 40 product categories in a sample of superstores in Spain. The variables are: shelf space occupied by private labels, private labels market share, number of promotions, assortment (number of brands and number of varieties) and prices gap between private labels and national brands. A neural network analysis is then applied to the data. Methodologically, this method is shown to have better predictive power than a multiple regression.

There is a direct relationship between the space occupied by store brands and the market share, and an indirect relationship between the space and the price differential gap, the number of national brands and the range of choice.

The main limitation of this research is the time spent on collecting the data. Another limitation is that some variables have not been included in the study such as inventory. The conclusion can be used to account for behaviour of retailers in their outlets and could be used by manufacturers to determine which factors have an influence on the location of their brands on the shelves.

It has practical implications for retailers because their “over‐merchandizing” of own brands can damage the overall profitability of the category. On the other hand, national leading brands will have to invest more resources in advertising to sustain customer loyalty.

This article shows the impact that store brand shelf space has on different variables related to profitability, market share, and assortment. It has value for three agents: academic researchers, manufacturers and retailers.

This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media.

The conceptual model is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and model fit comparison, are also used to give more insights into the analytical process.

Data from two studies show that perceived personalization is positively related to brand-related outcomes including brand self-expressiveness, consumer–brand engagement and brand connection. While consumer–brand engagement and brand connection are positively related to brand love, brand self-expressiveness is not.

The paper contributes to the advertising and brand management literature by shedding light on a better understanding of the impact of personalization in the digital world.

Management could learn important lessons from personalization. If a strategy of promoting personalized ads is implemented successfully, those ads could change customer perceptions of brands which ultimately strengthens brand love.

This research provides an empirical model that helps marketers better understand the factors affecting brand love with personalized ads on social media.