This chapter uses the hotel sector to illustrate how customer surprises can be incorporated into transactions.
Individuals continuously check whether their schemas match inputs coming from the surrounding environment. As soon as inputs diverge from the schema, surprise is elicited.
—Joelle Vanhamme and Dirk Snelders
With the advent of Internet booking sites, some argue that hotel rooms are at risk of becoming price-based commodities. Proactive hoteliers have been deriving strategies with mixed success to limit the commoditization of their offerings. The purpose of this chapter is to illustrate ...