• Culinary science and hospitality research
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• v.22 no.7
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• pp.267-280
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• 2016

Customer Experience Management (CEM) appeared as a complementary solution to overcome CRM limitations. CEM enhances profitability through building long-term relations with customers by understanding their experiences. This study aims at investigating the impact of customer experience quality on the willingness to pay more through customer satisfaction in the hotel businesses. The survey for this study was carried out on customers who had domestic hotel experience s within the last 6 months. Out of the 306 questionnaires retrieved, 225 valid responses were used for the empirical analysis that utilizied the statistical package programs SPSS 18.0 and AMOS 18.0. The research findings may be summarized as follows. First, as an outcome of the research hypothesis that each component of customer experience management would influence satisfaction, 'the peace of mind' & 'the moment of truth' were shown to have a significantly positive (+) impact on it. On the other hand, 'the product experience' was shown not to significantly influence it in a positive (+) way. Second, as an outcome of the research hypothesis that satisfaction would influence willingness to pay more. From the findings of the study, theoretical implications are as follows. It can be predicted that customer experience management will likely make customers more profitable because customers are willing to pay more with a sense of loyalty built through satisfaction of the hotel industry. In the practical implications, the dimension of experience quality examined by the study can be used as an index to measure and manage customer experience in the hotel industry.