9 Designing a framework for guest experience management in the hotel industry based on data analysis
Tam To Nguyen, Ha Thi Thu Nguyen, Linh Khanh Bui, and Xuan Trung Nguyen
1 Introduction
The customer experience is a critical area for a company to develop sustainably (De Keyser et al., 2015). Customer experience refers to customers’ perception of a product or service’s quality and features after they have used it. So, from a company’s viewpoint, CX is a key strategic objective in the marketing of companies (Klaus & Maklan, 2013). And the customer experience is also considered the new competitive strategy for business (Klink et al., 2020). These issues have been mentioned many times in business strategies, marketing ...
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