| Abstract [eng] |
The analysis of the concept of customer experience, the types and peculiarities of customer experience, the concepts of experience and experiential marketing, the meaning and differences between these two concepts, the main aspects and peculiarities of these concepts are presented in the theoretical part of the thesis. This part of the paper also focuses on the explanation of the concept of hospitality and the composition of the sector of hospitality services. The peculiarities of hospitality customers, their experiences and application of experience marketing in the sector of hospitality are also explained in the theoretical section. The theoretical modelling of the effect of hospitality customers on customer satisfaction and intentions was made after the analysis of all the concepts mentioned. In order to reason the methodology of future research, the second part of the paper presents the empirical studies performed by other scientists. The methodological reasoning of research, instruments, logical structure of research and description of research process are described in the second part of the thesis. The third part of the paper presents research results and their interpretations regarding the effect of customer experience on satisfaction and intentions of hospitality customers based on experience marketing. Research results permits to confirm the hypotheses of the research and show the strength and relationships between variables researched. Having considered research results, recommendations on how to value and manage different customer experiences are given to all sectors of hospitality services. |
