The Impact Of Hotel Services On Customer Experience: The Mediating Role Of Word-of-mouth

The purpose of this research is to study the impact of hotel services on customer experience,as now in this competitive market environment customers prefer to have better experience.The hospitality businesses are expanding at steady growth rate but fewer firms are focusing on the factors contributing to customer experience.This research focuses and highlights the factors which majorly contribute towards better customer experience and better customer valuation of the hospitality firm.As the internet technology,has transformed the social media,so now the word-of-mouth plays a major role in creating customer experience.Hospitality firms need to utilize every available resource,transform their marketing strategies and evolve their corporate structure in order to meet the challenging competition from customer market segment.Now,there's less focus on the value created by the hospitality firms but more towards the value created by the customer preferences as the source of revenue mainly comes from the customer.To stay competitive in the market segment it is vital for the hospitality firm to understand that what specific kind of services they are providing to their customer segment.And also,analysing the feedback of the hotel services provided to the customers,in order to improve the service standard.In this research,qualitative research methods have been used.Different variables are identified in this,independent,mediating and dependent variables are formulated,and then formulating hypothesis for defining the variables.Hotel services as an independent variable having an impact on dependent variable customer experience and word-of-mouth being the mediating variable in the relationship between hotel services and customer experience.All the analysis was done on the SPPS software,as the SPPS software gives the detailed description of the reliability,validity and regression analysis.In the reliability section,Cronbach's alpha is derived in order to verify the reliability of the questionnaire and in the validity analysis,regression and correlation analysis were done.From the analysis,there was correlation in the variables and hypothesis were proved,thus understanding the concept that customer experience does matter in services providing by the hotel firms.