TY - GEN
T1 - Identifying Customer eXperience Touchpoints in Tourism on the Hotel Industry
AU - Rojas, Luis
AU - Quiñones, Daniela
AU - Rusu, Cristian
N1 - Publisher Copyright:
© 2021, Springer Nature Switzerland AG.
PY - 2021
Y1 - 2021
N2 - Understanding the customer experience is important for practitioners and researchers to recognize customer perceptions and responses when interacting with different products, systems, and/or services. To achieve this, it is necessary to identify each direct or indirect interaction between customers and organizations, which are called touchpoints. Recognizing touchpoints throughout the customer’s journey enables organizations to evaluate the customer experience and identify where to make improvements to satisfy customer needs. This research identifies several touchpoints through the different stages of interaction with the hotel industry (before, during, and after the stay). Based on the experience of the authors and comments obtained in an experiment, 13 touchpoints were discussed and analyzed with the aim of grouping them. Thus, 8 touchpoints were recognized: (1) search for information, (2) book a room, (3) check-in, (4) room stay, (5) visit common areas, (6) order & receive food, (7) check-out, and (8) report experience. Finally, a customer journey map was created to represent the customer experience in the hotel industry identifying stages, touchpoints, channels, and emotions.
AB - Understanding the customer experience is important for practitioners and researchers to recognize customer perceptions and responses when interacting with different products, systems, and/or services. To achieve this, it is necessary to identify each direct or indirect interaction between customers and organizations, which are called touchpoints. Recognizing touchpoints throughout the customer’s journey enables organizations to evaluate the customer experience and identify where to make improvements to satisfy customer needs. This research identifies several touchpoints through the different stages of interaction with the hotel industry (before, during, and after the stay). Based on the experience of the authors and comments obtained in an experiment, 13 touchpoints were discussed and analyzed with the aim of grouping them. Thus, 8 touchpoints were recognized: (1) search for information, (2) book a room, (3) check-in, (4) room stay, (5) visit common areas, (6) order & receive food, (7) check-out, and (8) report experience. Finally, a customer journey map was created to represent the customer experience in the hotel industry identifying stages, touchpoints, channels, and emotions.
KW - Channels
KW - Customer eXperience
KW - Customer journey map
KW - Hotel industry
KW - Touchpoints
KW - Tourism
UR - http://www.scopus.com/inward/record.url?scp=85112162747&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-77626-8_33
DO - 10.1007/978-3-030-77626-8_33
M3 - Conference contribution
AN - SCOPUS:85112162747
SN - 9783030776251
T3 - Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
SP - 484
EP - 499
BT - Social Computing and Social Media
A2 - Meiselwitz, Gabriele
PB - Springer Science and Business Media Deutschland GmbH
T2 - 13th International Conference on Social Computing and Social Media, SCSM 2021, held as part of the 23rd International Conference, HCI International 2021
Y2 - 24 July 2021 through 29 July 2021
ER -