Qualitative Investigation of Customer Delight and Terrible Hospitality Experiences

Abstract

The purpose of this research is to examine various incidents relating to both delightful and terrible hospitality experiences in the hotel industry, using a qualitative research design. Critical incident analysis is conducted on data collected from 167 respondents in major tourist destinations of India. An open-ended questionnaire is developed for conducting in-depth interviews. Results reveal 16 interpersonal and 8 non-interpersonal factors responsible for customer delight and terrible experiences, affecting a consumer’s revisit intention and favourable recommendations. Some of the interpersonal factors include attractive voice, quick response and well dressed. The non-interpersonal factors are related to cleanliness, interiors, food and other physical evidence. A few critical limitations and future research directions are suggested. Some decisive implications for industry practitioners are also discussed. This study promotes interpersonal interactions between employees and customers by facilitating the effective use of technology. Society will also benefit from the effective implementation of such technology in the service industry. To the best of the author’s knowledge, no research has explored delightful and terrible customer experiences within the Indian hospitality industry.