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Digitalization of the Customer Experience Management in the Hotel and Restaurant Industry
Chmil H. L., Dzhhutashvili N. M.

Chmil, Hanna L., and Dzhhutashvili, Nataliia M. (2020) “Digitalization of the Customer Experience Management in the Hotel and Restaurant Industry.” Business Inform 8:237–245.
https://doi.org/10.32983/2222-4459-2020-8-237-245

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 7

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UDC 005.92:004.63:640.4

Abstract:
Customer experience is becoming important as the basis (necessary condition) of increasing competitive advantages in the hotel and restaurant industry. In the latest conditions, customers are becoming more demanding and discerning of the hotel’s service product, resulting in the complicated task of managing the customer experience. Therefore, research on the client experience value formation along with the applied instrumentarium of its efficient management in the conditions of digitalization is relevant. The article is aimed at developing a scientific-practical instrumentarium for management of customer experience in the hotel and restaurant industry in the context of digitalization of the economy. The problems of digitalization of customer experience management in the hotel and restaurant industry are researched and a scientific-practical instrumentarium has been developed, which is able to ensure an increased efficiency of the management process. The closed cycle of customer experience value formation is identified as the following sequence: strengthening competitive advantages; increasing customer satisfaction; formation of loyalty; commitment to the hotel and advocacy; attracting new customers. The structural-logical sequence of customer experience management in hotel and restaurant facilities, which integrates the research, analytical and managerial activities into a single range of actions of management personnel, is focused on improving the customer experience. It is emphasized that the formation of strategic alternatives is determined by the style of the client experience management (proactive, reactive) and is provided by a set of relevant methods, in particular: cool-hunting, trend-watching, forsyth researches, benchmarking, design thinking. Digital channels of interaction with customers are researched; an aggregate of 29 enterprises of the hotel and restaurant industry were formed, including 14 3-star hotels and 15 4-star hotels located in Kyiv and Kyiv region. A point estimate of the degree of application of digital channels of interaction with customers is provided and it is identified that the leading channel for promoting hotel and restaurant services in the conditions of digitalization remains the official website of the facility, and feedback from customers – representation in TripAdvisor and the work of public pages of the hospitality industry facilities in social networks.

Keywords: customer experience management, value formation cycle, digital channels of interaction, facilities of the hotel and restaurant industry.

Fig.: 4. Bibl.: 22.

Chmil Hanna L. – Doctor of Sciences (Economics), Professor, Professor, Department of Marketing, Reputation Management and Customer Experience, State Biotechnological University (44 Alchevskykh Str., Kharkiv, 61002, Ukraine)
Email: [email protected]
Dzhhutashvili Nataliia M. – Postgraduate Student, Department of Marketing and Commercial Activities, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

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