A comprehensive study to unveil the drivers of loyalty: the role of technology

Abstract

Technology in city hotels is becoming increasingly important to meet guests’ demands and gain a competitive advantage. Nevertheless, limited literature exists in this respect. Thus, this paper investigates the impact of technology in enhancing guest experience and satisfaction along the customer journey, including experience in co-working spaces, given their differentiating adoption by city hotels. Accordingly, four studies are conducted concerning the role of technology in marketing, hotel facilities, guest loyalty, and co-working spaces, targeting city hotels rated three- or four-starts. Both the viewpoints of customers, through online surveys, and general managers, through focus-group interviews, are utilized. Subsequently, studies’ results are conjointly resorted to attain the ultimate purpose of this paper to provide hoteliers with sound recommendations to enhance their business strategy. Findings showed that city hotel general managers should excel at presenting a personalized service, while optimally balancing technology self-services and human interactions, and offering differentiating products.