There are criticisms that the hospitality industry has lost its human touch as a competitive edge. While previous studies have examined how high-touch customer experiences should be provided, their recommendations are often related to humanizing service employees and technologies. It remains unclear how human touch should be better leveraged and incorporated into service design to enhance customer experience throughout the customer journey. This study explores how hotel service encounters could be tailored to customers with varying needs for human interactions. Using multigroup and importance-performance map analyses, customer experiences reflecting different levels of human touch were compared across critical service encounters throughout the guest cycle. The findings identify the service encounters where human touch is particularly important, recognize the characteristics of customers who desire a higher level of human touch, and provide explanations of the underlying reasons. Follow-up interviews were conducted to complement the quantitative results. These analyses collectively provide a comprehensive explanation of how high-touch service should be provided in hotels.

中文翻译：

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定制酒店客户旅程：注重人情味


有人批评说，酒店业已经失去了作为竞争优势的人情味。虽然以前的研究已经研究了如何提供高接触客户体验，但他们的建议通常与使服务员工和技术人性化有关。目前尚不清楚如何更好地利用人情味并将其纳入服务设计中，以增强整个客户旅程中的客户体验。本研究探讨了如何为具有不同人际互动需求的客户量身定制酒店服务体验。使用多组和重要性-绩效地图分析，在整个客人周期的关键服务遭遇中比较了反映不同程度人情味的客户体验。研究结果确定了人情味特别重要的服务遭遇，认识到渴望更高层次人情味的客户的特点，并解释了根本原因。进行后续访谈以补充定量结果。这些分析共同为酒店应如何提供高接触服务提供了全面的解释。