CUSTOMER EXPERIENCE MANAGEMENT AND ITS INFLUENCE ON GUEST LOYALTY IN HOTELS AND TOURISM ESTABLISHMENTS IN THE PHILIPPINES
Keywords:
Customer Experience Management, Guest Loyalty, Customer Satisfaction, Servicescape, Philippine Hospitality Industry, Structural Equation ModelingAbstract
This study examines the structural relationships between Customer Experience Management (CEM) dimensions—physical servicescape, staff responsiveness and competence, digital touchpoints and convenience, and personalization and customization—and guest loyalty in the Philippine hospitality industry, specifically analyzing the mediating role of customer satisfaction. Using a descriptive-correlational and explanatory design, empirical data were gathered from 384 guests across diverse accommodation categories in Metro Manila, Metro Cebu, and Palawan. Path analysis and multiple linear regression models reveal that the four CEM dimensions significantly predict customer satisfaction (), with staff responsiveness and competence emerging as the strongest determinant. However, when evaluating direct influences on guest loyalty (), only the physical servicescape and staff responsiveness remain statistically significant. Crucially, the influence of digital touchpoints and personalization on guest loyalty is fully mediated by customer satisfaction, revealing a technology paradox in which digital convenience serves as a necessary hygiene factor rather than a direct driver of emotional brand attachment. Additionally, variance analysis demonstrates significant differences in guest loyalty across hotel star classifications, with 5-star establishments showing the highest loyalty outcomes (), followed by 4-star () and 3-star () properties (). These findings emphasize that while technological convenience and customization are critical for transaction-specific satisfaction, sustainable guest loyalty requires a balanced synthesis of sensory servicescapes and authentic interpersonal engagement. The study offers a robust, culturally anchored framework for hoteliers to strategically allocate resources, optimize digital and physical touchpoints, and operationalize the Filipino Brand of Service Excellence to secure a long-term competitive advantage in the global tourism market.
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