Impact of Customer Service Experience Management on Customer Satisfaction and Brand loyalty: Evidence from Hoteling Industry of Pakistan

Abstract

This study aims to assess the impact of customer service experience management on customer satisfaction and brand loyalty in hoteling industry of Pakistan. This study has used physical interaction management, virtual interaction management, and service interaction management (representing customer service experience management) as independent variables. Meanwhile, customer satisfaction and brand loyalty are used as dependent variables. However, hoteling industry of Pakistan is the sector finalized for assessing the relationship between customer service experience management, customer satisfaction and brand loyalty. To investigate the relationship, quantitative research method is used. Primary data is collected with the help of adopted structured questionnaire based on 5 Likert scale (1 =Strongly Disagree and 5=Strongly Agree). Questionnaires are distributed amongst the employees working in hoteling industry of Pakistan and 250 responses are gathered from the respondents through convenience sampling technique. Data collected from the respondents are analyzed with the help of various statistical tests (correlation and regression analysis) through SPSS Software (SPSS 21 ). Based on the findings of this study, customer service experience management (physical interaction management, virtual interaction management, and service interaction management) positively impacts customer satisfaction and brand loyalty in hoteling industry of Pakistan.